Analytics · GA4 · Google · Data Tracking
Google Analytics 4 (GA4) Complete Guide for Beginners 2025
Google Analytics 4 (GA4) replaced Universal Analytics in July 2023, forcing millions of websites to migrate to a completely new analytics platform. If you are feeling lost in GA4's new interface, struggling to find familiar reports, or wondering where your bounce rate went—you are not alone.
This complete beginner's guide will walk you through everything you need to know about GA4: what it is, how to set it up, understanding key metrics, reading reports, tracking events, and making data-driven decisions. By the end, you will be comfortable navigating GA4 and extracting actionable insights for your website or business.
What is Google Analytics 4 (GA4)?
Google Analytics 4 is Google's latest analytics platform, built from the ground up to track user behavior across websites and apps in a privacy-first, AI-powered environment. Unlike Universal Analytics (UA), which tracked sessions and pageviews, GA4 uses an event-based model where every interaction is an event.
Key Features of GA4:
- Event-based tracking: Everything is an event (pageviews, clicks, scrolls, form submissions)
- Cross-platform tracking: Track web and app users in one property
- Privacy-focused: Cookieless tracking options, data retention controls
- Predictive metrics: AI-powered insights like purchase probability
- Better integration: Seamless connection with Google Ads and BigQuery
- Flexible reporting: Customizable reports and Explorations
Why GA4 Matters in 2025
Universal Analytics stopped collecting data on July 1, 2023. GA4 is now the only option for Google Analytics tracking. Here's why you must understand it:
- Universal Analytics is dead: Historical UA data is read-only until July 2024, then deleted
- Privacy regulations: GA4 better handles GDPR, CCPA, and cookieless future
- Better user insights: Track complete customer journeys across devices and platforms
- AI-powered predictions: Get insights on user churn, revenue probability
- Free BigQuery integration: Export raw data for advanced analysis
⚠️ Important Migration Note
GA4 does NOT import historical data from Universal Analytics. Both platforms track differently, making direct comparisons difficult. Start collecting GA4 data as soon as possible to build historical baselines.
GA4 Setup Guide: Step-by-Step
Step 1: Create a GA4 Property
Creating Your GA4 Property
- Go to analytics.google.com
- Click Admin (gear icon, bottom left)
- Under Account column, click Create Account or select existing account
- Under Property column, click Create Property
- Enter property name (your website name)
- Set timezone and currency
- Click Next
- Fill in business information (industry, size)
- Click Create and accept terms
Step 2: Set Up Data Stream
Adding Your Website Data Stream
- After creating property, you will see "Set up your data stream"
- Select Web (or iOS/Android for apps)
- Enter your website URL (e.g., www.yoursite.com)
- Enter stream name (usually your website name)
- Enable Enhanced measurement (recommended—tracks scrolls, clicks, file downloads automatically)
- Click Create stream
- Copy your Measurement ID (format: G-XXXXXXXXXX)
Step 3: Install Tracking Code
You have two options for installing GA4 tracking:
Option A: Direct Installation (Simple)
Copy the gtag.js code snippet from GA4 and paste it in the <head> section of every page:
<!-- Google tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'G-XXXXXXXXXX');
</script>
Option B: Google Tag Manager (Recommended)
- Set up Google Tag Manager (GTM)
- In GTM, create a new tag: Tags → New → Google Analytics: GA4 Configuration
- Enter your Measurement ID
- Set trigger to All Pages
- Save and publish container
Why GTM? Easier to add tracking for events, manage multiple tags, no code changes needed.
Step 4: Verify Installation
Testing Your GA4 Setup
- In GA4, go to Admin → Data Streams
- Click your web stream
- Scroll down to Tag Implementation → View tag instructions
- Click "Test your implementation" (opens Chrome extension)
- Or use Realtime report: Navigate to Reports → Realtime → visit your website → see yourself in Realtime report
Understanding GA4 Key Metrics
GA4 introduces new metrics that replace Universal Analytics measurements. Here are the most important ones:
Users vs. Active Users
- Total Users: Anyone who visited your site (includes bounces)
- Active Users: Users who had an "engaged session" (default metric in GA4)
Sessions vs. Engaged Sessions
Sessions: A visit to your website (30 minutes of inactivity ends a session)
Engaged Sessions: Sessions lasting 10+ seconds, having 2+ page views, or having a conversion event
Engagement Rate: Percentage of sessions that were "engaged" (replaces bounce rate)
Events
Everything in GA4 is an event. Automatically tracked events include:
- page_view: User views a page
- scroll: User scrolls to 90% of page
- click: Outbound link clicks
- file_download: Downloads PDFs, docs, etc.
- video_start, video_progress, video_complete: YouTube video engagement
- session_start: Beginning of a session
- first_visit: User's first time on site
Conversions
In GA4, any event can be marked as a conversion (previously "Goals" in UA). Common conversions:
- Purchase
- Sign up
- Contact form submission
- Download
- Add to cart
Understanding GA4 Reports
GA4 completely redesigned the reporting interface. Here's how to navigate the new structure:
Home (Reports Snapshot)
Shows high-level overview: users, sessions, engagement, top pages, traffic sources, and key insights.
Realtime Report
See users on your site right now, what pages they're viewing, where they're from, and what events are firing.
Life Cycle Reports
Organized by user journey stages:
- Acquisition: How users found you (organic, paid, social, referral)
- Engagement: What users did (pages, events, conversions)
- Monetization: Ecommerce data (revenue, purchases, products)
- Retention: Returning users, user engagement over time
User Reports
- Demographics: Age, gender, interests
- Tech: Device, browser, OS, screen resolution
Explorations (Custom Reports)
The most powerful GA4 feature. Build custom reports with any dimensions and metrics:
- Free form: Drag-and-drop custom tables
- Funnel exploration: Visualize conversion funnels
- Path exploration: See user journey paths
- Segment overlap: Compare audience segments
- Cohort exploration: Analyze user retention
Event Tracking in GA4
Automatic Events (Enhanced Measurement)
Enable "Enhanced Measurement" in your data stream settings to automatically track:
- Page views
- Scrolls (90% depth)
- Outbound clicks
- Site search
- Video engagement
- File downloads
Creating Custom Events
Track specific user actions by creating custom events in Google Tag Manager or directly in GA4.
Example: Track Button Clicks
In Google Tag Manager:
- Create a new tag: GA4 Event
- Event name: button_click
- Add parameters (optional): button_text, button_location
- Trigger: Click - All Elements → matches your button CSS selector
- Publish changes
Marking Events as Conversions
How to Create Conversions
- Go to Configure → Events
- Find your event (e.g., "purchase", "sign_up")
- Toggle "Mark as conversion"
- Or create new conversion: Configure → Conversions → New conversion event
Universal Analytics vs GA4: Key Differences
| Feature | Universal Analytics (UA) | Google Analytics 4 (GA4) |
|---|---|---|
| Data Model | Session-based | Event-based |
| Tracking | Web only (separate property for app) | Web + app in single property |
| Metrics | Bounce rate, pageviews | Engagement rate, engaged sessions |
| Custom Reports | Custom Reports interface | Explorations (more flexible) |
| Data Retention | 26 months default | 2 or 14 months (configurable) |
| Privacy | Cookie-dependent | Cookieless options, consent mode |
| BigQuery Export | Paid (Analytics 360 only) | Free for all users |
| Predictive Metrics | None | Purchase probability, churn prediction |
GA4 Best Practices for 2025
10 GA4 Best Practices:
- Use Google Tag Manager: Simplifies event tracking and tag management
- Enable Enhanced Measurement: Get automatic event tracking
- Set up conversions early: Define key actions as conversions from day one
- Create custom dimensions: Add user properties relevant to your business
- Configure data retention: Set to 14 months maximum (Settings → Data Retention)
- Link Google Ads: Improve ad targeting and attribution
- Enable Google Signals: Get cross-device insights (requires consent)
- Use Explorations: Build custom reports for deeper insights
- Set up audiences: Create segments for remarketing
- Export to BigQuery: Keep unlimited raw data for free
Frequently Asked Questions
What is Google Analytics 4 (GA4)?
Google Analytics 4 (GA4) is Google's latest analytics platform that replaced Universal Analytics in July 2023. GA4 uses an event-based data model instead of session-based tracking, focuses on user privacy, and provides cross-platform tracking (web + app). It offers predictive metrics, better integration with Google Ads, and AI-powered insights.
How do I set up Google Analytics 4?
To set up GA4: 1) Go to analytics.google.com and create an account, 2) Add a property and select 'Google Analytics 4', 3) Set up a data stream for your website or app, 4) Copy the Measurement ID (G-XXXXXXXXXX), 5) Add the GA4 tracking code to your website header, or use Google Tag Manager. Data collection starts immediately after implementation.
What are the key differences between Universal Analytics and GA4?
Key differences: 1) GA4 uses event-based tracking vs. UA's session-based model, 2) GA4 has different metrics (engaged sessions vs. bounce rate), 3) GA4 offers cross-platform tracking (web + app combined), 4) GA4 has enhanced privacy controls and cookieless tracking, 5) GA4 reports are completely redesigned with Explorations replacing Custom Reports.
Can I still use Universal Analytics?
No. Universal Analytics stopped collecting new data on July 1, 2023. Historical UA data remained accessible as read-only until July 2024, after which it was deleted. You must use Google Analytics 4 for all new tracking.
Where is the bounce rate in GA4?
GA4 replaced "bounce rate" with "engagement rate." Engagement rate measures the percentage of engaged sessions (sessions lasting 10+ seconds, having 2+ page views, or containing a conversion). To see bounce rate, calculate: 100% - engagement rate. You can also add bounce rate as a custom metric in Explorations.
How do I track conversions in GA4?
To track conversions in GA4: 1) Set up the event you want to track (e.g., purchase, sign_up), 2) Go to Configure → Events, 3) Find your event and toggle "Mark as conversion", or create a new conversion event with specific parameters. Conversion data appears in Reports → Engagement → Conversions.
Is GA4 free?
Yes, Google Analytics 4 is completely free for most users. The free version includes all core features, up to 10 million monthly events, and free BigQuery export. Google Analytics 360 (paid version) offers higher limits, guaranteed SLA, and advanced features for enterprise clients.
Ready to master GA4? Set up your property today and start collecting data. The sooner you begin, the more historical data you will have for better insights and decision-making.
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