GA4 Ebook

Google Analytics 4 (GA4)
Written by Himanshu Sharma, Founder of OptimizeSmart.com
© Copyright 2021 Optimize Smart. All rights reserved.
No part of this publication can be reproduced or transmitted in any form or by any means, mechanical or
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Copyright Optimize Smart 2021 Page 2

About the author
● Founder, OptimizeSmart.com
● Over 15 years of experience in digital analytics and marketing.
● Author of four best-selling books on digital analytics and conversion optimization
● Nominated for Digital Analytics Association Awards for Excellence.
● Runs one of the most popular blogs in the world on digital analytics.
● Consultant to countless small and big businesses over the decade.
Website: www.optimizesmart.com
Linkedin: https://www.linkedin.com/in/analyticsnerd
Facebook: https://www.facebook.com/optimizesmart

Following are our most downloaded ebooks for career advancement:
#1 62 Points Google Analytics Setup Checklist (50 pages)
WHAT'S INSIDE: Learn to set up your Google Analytics account correctly and fast
using this 62 point checklist. This is no ordinary checklist - it is a result of more than a
decade of experience in the analytics industry.
#2 Google Tag Manager Data Layers (100+ pages)
WHAT'S INSIDE: My Step-by-step blueprint for getting started with data layers. Get
the only ebook on GTM data layers ever published. Learn the JavaScript behind it.
#3 Learn to Read E-Commerce Reports in Google Analytics (100+ pages)
WHAT'S INSIDE: My step-by-step guide to reading both standard and enhanced

e-commerce reports in Google Analytics. E-commerce reports are the most valuable
reports in Google Analytics.
Table of Contents
➢ Introduction to Google Analytics 4 (GA4)

➢ Key differences between GA4 and GA3 (and earlier versions)
➢ How to create and use the GA4 property?
➢ Google signals for GA4
➢ How to connect your GA4 property with Google Ads?
Introduction to Google Analytics 4 (GA4)

Google Analytics 4 or GA4 is the latest version of Google Analytics. Since it is
the 4th version, it is called as GA4.
Following are the other three versions:
The first version of Google Analytics (GA1) is the Classic Google Analytics
(ga.js JavaScript library).
The second version of Google Analytics (GA2) is the Universal Analytics

(analytics.js JavaScript library)
The third version of Google Analytics (GA3) is the gtag.js JavaScript

library.
Note: GA4 also uses the gtag.js library but uses a new measurement model
called 'Event+Parameter' model.
In the past, if you want to measure your website usage data then you would
need to use the GA property meant for tracking website data.
If you want to measure your mobile app usage data then you would need to
use Google Analytics for Firebase or Google Analytics APP view (created via
separate GA property).
There was no easy way to combine mobile app and website usage data for
unified reporting and analysis.
However, this has all changed with the advent of GA4 property (formerly
known as ‘Apps and Web’ property).

Key differences between GA4 and GA3 (and
earlier versions)
#1 Reporting Interface
At first glance, the GA4 reporting view may look intimidating as many of the
reports and metrics that you have been familiar with are not there. They have
either been removed or replaced.

You are going to see different sets of reports in your GA4 view and you are not
going to see many reports. This is because many of the reports are generated
only when you start tracking events.
The reporting interface of the GA4 view looks similar to that of Google
Analytics for firebase (because GA4 is built on firebase analytics). But it is quite
different from any GA3 reporting view.
#2 Measurement Model
GA3 (aka Universal Analytics') uses the measurement model which is based on
sessions and pageviews.
Whereas, GA4 uses the measurement model which is based on events and
parameters. In GA4 even a ‘pageview’ is considered as an event.
#3 Tracking IDs
In order to set up any type of tracking in GA4 via GTM, we use the
measurement ID.

Whereas, in order to set up any type of tracking in GA3 via GTM, we use the
tracking ID:
If you have set up a GA4 property with a web data stream, then your
measurement ID begins with the characters ‘G-’. For example G-SV0HS12BXZ

If you have set up a GA3 property then it uses the tracking ID (and not
measurement ID) and this tracking ID begins with characters ‘UA-‘. For
example UA-1509844-8
#4 Event Tracking set up
The events are tracked differently in GA4 than in GA3.
When you are using GA3, all the tracked events must follow the
category-action-label-value schema:
This is not the case with GA4 which provides much more flexible event tracking
setup. In the case of GA4, additional information is supplied to an event via
parameters:

#5 Event Tracking Automation
A GA4 property has got the 'enhanced measurement' feature built-in which
allows automatic tracking for certain types of events (like scroll tracking, video
tracking, exit tracking, site search tracking, etc) without any additional
coding/tagging.
This is something not possible with GA3.

#6 User and event data retention
Through the ‘User and event data retention’ feature, you can set the amount of
time for which Google Analytics retains user-specific data (i.e. data that is
associated with cookies, user identifiers, or advertising identifiers) for an
inactive website user, before automatically deleting it.
In the case of GA3, you can set the amount of time setting to 14 months, 26
months, 38 months, 50 months or ‘Do not automatically expire’ :
But in the case of GA4, you can set the amount of time setting to either 2
months or 14 months. There are no other options available:

#7 E-commerce Tracking

The e-commerce tracking capabilities provided by GA4 are still in their infancy.
They are nowhere as powerful as e-commerce tracking capabilities provided by
GA3. Because of this reason alone, GA4 is not yet ready for commercial
consumption.
#8 Cross-device and cross-platform tracking
In the case of GA4, both the web and app data use the same schema. Whereas
in the case of GA3, this is not the case.

Because of this reason, GA4 provides much more robust and reliable
cross-device and cross-platform tracking than GA3.
#9 Attribution Modelling
GA3 provides powerful attribution modelling capabilities via multi-channel

funnels and attribution reports. Such attribution modelling capabilities do not
exist in GA4. This is yet another powerful reason why GA4 is not yet ready for
commercial consumption.
#10 Custom dimensions

In GA4, custom dimensions are created differently than in GA3. You create a
new custom dimension in GA4 by creating a new custom event parameter.
If you are using GA3 then you can set/change the scope of your custom
dimension to ‘Hit’, ‘Session’, ‘User’ or ‘Product’.
In the case of GA4, it is not possible to set/change the scope of your custom
dimension. A GA4 custom dimension has only one scope and that is ‘hit’ scope.
You can not create a custom dimension with the ‘session’ scope in GA4.
However, there are workarounds for creating custom dimensions with ‘user’ or
‘product’ scope.
If you want to create a custom dimension with ‘user’ scope in GA4 then create
‘User properties’.

If you want to create a custom dimension with ‘product’ scope in GA4 then use
item parameters ('item_category', 'item_category_2', 'item_category_3' etc).
#11 Custom metrics
In GA4, custom metrics are created differently than in GA3.
You create a new custom metric in GA4 by creating a new custom event
parameter and by specifying the unit of measurement.
If you are using GA3 then you can set/change the scope of your custom metric
to ‘Hit’ or ‘Product’.

In the case of GA4, it is not possible to set/change the scope of your custom
metric. A GA4 custom metric has only one scope and that is ‘hit’ scope.
#12 Debugging
The GA4 reporting view provides the debugView report through which you can
validate your analytics configuration from within the reporting interface.
This is something not possible with a GA3 reporting view.
#13 Engagement metrics

GA4 reporting view provides a new set of engagement metrics (Engaged
Sessions, Engagement Rate, Engaged Sessions per User, Engagement Time)
which can much more accurately track users engagement with your
website/app than the pageviews and bounce rate metrics used by GA3.
Note: There is no concept of bounce rate in GA4.
#14 IP Anonymization
Under GDPR, an IP address is considered as personal data.
Google Analytics tracks and stores the IP addresses of your website users in
order to report on geolocation data. However, GA does not report on IP
addresses in its reports.
If your privacy policy or local privacy laws prevent the storage of full IP
addresses then you can use the IP anonymization feature to anonymize/mask
website visitors’ IPs.

When you anonymize visitor IP, the last three digits from your website
visitor’s IP address are automatically dropped/deleted.
In other words, the IP anonymization feature sets the last octet of IPv4 user IP
addresses and the last 80 bits of IPv6 addresses to zeros.
For example, if a website visitor has a public IP of 12.214.31.144 then as soon

as the IP data is received by the Analytics Collection Network, Google will
anonymize/mask the IP to 12.214.31.0
If you are using the GA3 property then you have the option to enable or
disable IP anonymization.
The IP anonymization is disabled by default in GA3.
However,

If you are using a GA4 property then the IP anonymization feature is built-in,
is enabled by default and you can not disable it.
#15 Reporting views
If you are using GA3, you can create up to 25 reporting views per property. But
in the case of GA4, you can use only one reporting view.
Currently, there is no option to create additional views in GA4.
However, there are workarounds available. You can create new ‘Audiences’ or
‘Data Streams’ and use them in place of filtered views.
#16 Big Query

GA4 comes with a free connection to Big Query. So you can access the raw GA4
data and can run SQL queries on it. In the case of GA3, only GA 360 customers
can use this feature.
#17 Advanced Analysis Reports
The reporting view of the GA4 property comes with a new set of reports called
‘Analysis’ which let you do advanced analysis.
Following are the various advanced analysis reports:
1. Exploration report
2. Funnel Analysis report
3. Path Analysis report
4. Segment Overlap report
5. User Explorer report
6. Cohort Analysis report
7. User Lifetime report
In the case of GA3, only GA 360 customers can use this feature.

How to create and use the GA4 property?
Follow the steps below to create and use the GA4 property:
Step-1: Navigate to the admin section of your reporting view in your GA

property.
Step-2: Click on the 'Upgrade to GA4' link under the 'Property' column:
Step-3: Click on the 'Get Started' button under the section 'I need to create a
new Google Analytics 4 property':

Step-4: Click on the 'Create Property' button:
Google Analytics will now automatically create the new GA4 property. This
new property will open up in a different browser tab and you will be
automatically redirected to it. Your existing GA property will remain intact.
So now you have access to at least two GA properties. One is your existing GA
property and the other one is your new GA4 property.
However, this new GA4 property will not automatically start collecting data.
You would need to configure your GTM so that the data start following in your
new property.
Step-5: Click on the 'Tag Installation' button:

Step-6: Click on your web data stream:
Step-7: Click on 'Use existing on-page tag' under the section 'Tagging
Instructions':

Step-8: Click on 'Google Tag Manager' drop-down menu:
You will now see the instructions for setting up a tag for tracking your website
data in the new GA4 property via GTM:

Step-9: Take a note of the measurement ID.
Step-10: Navigate to your GTM account and then click on the 'New Tag' link:
Step-11: Name your new tag something like G4 tracking - All pages a nd set the
tag type to 'Google Analytics: GA4 Configuration':

Step-12: Enter the measurement ID you recorded earlier in the 'Measurement
ID' text box:
Step-13: Set your trigger to fire on all pages:

Step-14: Click on the 'Save' button.
Step-15: Click on the 'Preview' button at the top right-hand side:
The tag manager preview mode window would open in a new browser tab. If
it doesn't then it means your browser is blocking the window.
Step-16: Enter your website URL and then click on the 'Start' button:

Once you clicked on the 'Start' button, one new tab will open up in your
browser window which shows your website.
Step-17: Switch back to the browser tab which shows your tag manager
preview mode window and then click on the 'Continue' button:
Step-18: If you see the tag G4 tracking - All pages under the Tags Fired section
then it means your tag is firing correctly:

Step-19: Navigate back to your GTM account and then click on the 'Submit'
button:
Step-20: Give your version a name and then click on the 'Publish' button:

Step-21: Navigate back to your website and visit a couple of pages.
Step-22: Navigate back to your GA4 property and then click on the cross
button next to 'Web stream details':
Step-23: Click on the 'Real-time' icon to open the real-time report:

You should now be able to see new data flowing in your real-time report:
Note: When you create a new property from within an existing GA property,
the GA4 property is now the default option.
Even after you have created your new GA4 property, you would continue to
see the 'upgrade to GA4' option in your GA3 property:

However, when you again click on the 'Upgrade to GA4' link, you should see
the option to 'See your GA4 property' which confirms that you have
successfully set up the GA4 property and also connected it with your old GA
property:
Google signals for GA4

Google signals is an advertising reporting feature through which GA4 can
collect cross-device data from those website users who have signed in to one
of their Google accounts (Gmail, youtube etc) and have turned on ad
personalization.
When you activate Google Signals for your GA4 property, you can:
1. More accurately track users across different devices and platforms.

2. Remarket to more website users across devices.
3. Analyze users’ data by age, gender and interest.
Note: Google signals is not enabled by default in GA4.

To activate Google Signals for your GA4 property, follow the steps below:
Step-1: Navigate to the ‘Admin’ section of your GA4 property.
Step-2: Click on 'Data Settings' under the Property column:
Step-3: Click on 'Data Collection':

Step-4: Click on the 'Google Advertising Features Policy' link and then go
through the policy:

In Google's own words:
"By activating the Google Signals features, you acknowledge you

adhere to the Google Advertising Features Policy, including rules around
sensitive categories, have the necessary privacy disclosures and rights
from your end users for such association, and that such data may be
accessed and/or deleted by end users via My Activity"
If your company can not agree with the Google Advertising features policy
then you should not activate Google Signals.
Step-5: If you agree with the Google Advertising policy then click on the 'Get
Started' button:

Step-6: Click on the 'Continue' button:
Step-7: Click on the 'Activate' button:

You should now see a screen like the one below:

If in the future, you want to disable Google Signals then you should switch off
the setting 'Enable Google Signals data collection'.
Step-8: After 24 hrs have elapsed, navigate to Demographics Overview report

in your GA4 reporting view:

If you can see users data by gender, interest and age then it means, Google
Signals data has started flowing in your GA4 reports:

How to connect your GA4 property with
Google Ads?
Follow the steps below to connect your GA4 property with Google Ads:
Step-1: Make sure that you have the 'edit' permission on the GA4 property you
want to link to your Google Ads account(s).
Step-2: Make sure that you have the 'admin' access to the Google Ads
account(s) you want to link to your GA4 property.
Note: You can add up to 20 Google Ads accounts to your GA4 property.
Step-3: Navigate to your Google Analytics 4 property.
Step-4: Scroll down and then click on ‘Admin’:

Step-5: Click on ‘Google Ads Linking’ under the ‘Property' column:
An overlay will appear like the one below:

Step-6: Click on the ‘Link’ button.
Step-7: Click on ‘Choose Google Ads Account’ :

Step-8: Select one or more Google Ads account you want to link to your GA4
property and then click on the 'Confirm' button:

Note: You will see only those Google Ads accounts for which you have 'admin'
access.
Step-9: Click on the ‘Next’ button:
You should now see a screen like the one below:

At this point, you can disable 'Personalized Advertising' and 'Auto-Tagging'.
When you disable 'Personalized Advertising', GA4 audience list and

remarketing events/parameters will not be published to the linked Google
Ads account.
When you disable 'Auto-Tagging', Google Analytics will not automatically

associate Google Ads data with customer clicks.
To disable 'Personalized Advertising', click the toggle button to 'OFF':

To disable auto-tagging, click on the down arrow button:
Select the option 'Leave my auto-tagging settings as they are":
I like to keep both 'Personalized Advertising' and 'auto-tagging' enabled:

Step-10: Click on the 'Next' button.
Step-11: Review all of your configuration settings and then click on the
‘Submit’ button:

You should now see a notification like the one below which confirms that your
GA4 property is linked to your selected Google Ads account(s):
Note: It may take up to 24 hours for your Google Ads link to begin displaying
data.

You are most likely doing Google
Analytics all wrong. Here is why...
I have dealt with hundreds of Google Analytics accounts in my career.
I have seen a lot of issues from incorrect tracking code, selecting the wrong
KPIs to analyzing data without using custom reports or advanced segments.
But do you know the biggest issue of all in Google analytics?....
It is the “misinterpretation of analytics data.”
Many marketers make the mistake of crediting conversions to the wrong

marketing channel.
And they seem to be making this mistake over and over again.
They give the credit for conversions to the last touchpoint (campaign, ad,
search term...).
They can’t help themselves because they believe that Google Analytics reports
are ‘what you see is what you get.’
But they are actually ‘what you interpret is what you get.’
This has resulted in marketers making wrong business decisions and losing
money.

All the data you see in Google Analytics reports today lies to
you unless you know exactly how to interpret it correctly.
For example, let's talk about direct traffic.
The majority of marketers looking at this standard ‘All Traffic’ report in Google
Analytics for the last three months will draw the following conclusions:
● Organic traffic is playing a secondary role to direct traffic.
● The majority of traffic and revenue are coming through direct traffic.
● We need to speed up content development and link building to increase

organic traffic to the website.

>> All untagged or incorrectly tagged marketing campaigns from display ads
to emails could be reported as direct traffic by Google.
>> Whenever a referrer is not passed, the traffic is reported as direct traffic
by Google.
>> Mobile applications don’t send a referrer. Word/PDF documents don’t

send a referrer.
>> ‘302 redirects’ sometimes cause the referrer to be dropped. Sometimes

browsers don’t pass the referrer.
>> During an https to http redirect (or vice versa) the referrer is not passed
because of security reasons.
All such traffic is reported as direct traffic by Google.
So on the surface it may look like that most people are visiting your website
directly but this is not usually the case.

But this analysis does not end here, because you are still not looking at the
complete picture.
People do not always access your website directly and then

make a purchase straight away.
They are generally exposed to multiple marketing channels ( display ads, social
media, paid search, organic search, referral websites, email etc) before they
access your website directly.
Before they make a purchase.
So if you are unaware of the role played by prior marketing channels, you will
credit conversions to the wrong marketing channels.
Like in the present case to direct traffic.

To get this type of understanding you need to understand and implement web
analytics.
People do not always search for your brand name and then
make a purchase straight away.
They generally start their search with a non branded and generic search term
then they refine their search queries as they get a better understanding of
what exactly they are looking for.
Sometimes they make a purchase right after making a search but often they
come back later to your site via a branded search term.
Since a website or brand name is easiest to remember among all branded

search terms, it often ends up being attributed a lot of conversions and
transactions by Google Analytics.
You learn data analysis and data interpretation from web

analytics and not from Google Analytics.

The direction in which your analysis will move will determine the direction in
which your marketing campaigns will move.
You get that direction from ‘web analytics’ and not from ‘Google Analytics.’
Web/digital analytics is not about Google Analytics (GA) or

Google Tag Manager (GTM). It is about analyzing and
interpreting data, setting up goals, strategies and KPIs.
It’s about creating a strategic roadmap for your business.
That's why the knowledge of web/digital analytics is so important.
What is the number one skill to have? The skill of all skills?
Some people would say ‘marketing’. Some would say ‘conversion

optimization’. Some would say ‘copywriting’. Some would say ‘public
speaking’...
But here is the thing. None of these skills really matter if you don’t have that
one skill, the number one skill, the skill of all skills.
That skill is ‘analytics’. That’s your foundation.
Without adequate knowledge of analytics:
1. Your marketing won’t work because you won’t know what is working
and not working in your marketing and where to spend time and money.
2. Your conversion optimization won’t work because, without the

knowledge of maths and stats, all your tests will fail.

3. Your copywriting and/or public speaking skills will fail you because you
won’t know the desires and pain points of your target audience. So you
won’t be able to address them.
So if you are not ready to learn and master analytics, why you are even doing
all these other things. What is the point?
The moment you try to scale your marketing, you are going to fail.
That's why the knowledge of web/digital analytics is so important.
So what I have done is, I have put together a completely free training for you.
This training will teach you what digital analytics really is and how I have been
able to leverage it to generate floods of news sales and customers. And how
you can literally copy what I have done to get similar results.
Reserve My Seat Now

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What are the key differences between GA4 and earlier versions of Google Analytics?

What are the key differences between GA4 and earlier versions of Google Analytics?

What are the steps to create and use a GA4 property?

What are the steps to create and use a GA4 property?

Google Analytics 4 (GA4)

Written by Himanshu Sharma, Founder of OptimizeSmart.com

© Copyright 2021 Optimize Smart. All rights reserved.

Copyright Optimize Smart 2021 Page 2

● Over 15 years of experience in digital analytics and marketing.

● Author of four best-selling books on digital analytics and conversion optimization

● Nominated for Digital Analytics Association Awards for Excellence.

● Consultant to countless small and big businesses over the decade.

Copyright Optimize Smart 2021 Page 3

#1​ ​62 Points Google Analytics Setup Checklist (50 pages)

#2​ ​Google Tag Manager Data Layers (100+ pages)

#3​ ​Learn to Read E-Commerce Reports in Google Analytics (100+ pages)

WHAT'S INSIDE:​ My step-by-step guide to reading both standard and enhanced

➢ Introduction to Google Analytics 4 (GA4)

Introduction to Google Analytics 4 (GA4)

Copyright Optimize Smart 2021 Page 4

Following are the other three versions:

The second version of Google Analytics (GA2) is the Universal Analytics

The third version of Google Analytics (GA3) is the gtag.js JavaScript

Copyright Optimize Smart 2021 Page 5

Copyright Optimize Smart 2021 Page 6

Copyright Optimize Smart 2021 Page 7

Copyright Optimize Smart 2021 Page 8

#4 Event Tracking set up

The events are tracked differently in GA4 than in GA3.

Copyright Optimize Smart 2021 Page 9

This is something not possible with GA3.

Copyright Optimize Smart 2021 Page 10

Copyright Optimize Smart 2021 Page 11

Copyright Optimize Smart 2021 Page 12

#8 Cross-device and cross-platform tracking

Copyright Optimize Smart 2021 Page 13

GA3 provides powerful attribution modelling capabilities via multi-channel

#10 Custom dimensions

Copyright Optimize Smart 2021 Page 14

Copyright Optimize Smart 2021 Page 15

#11 Custom metrics

In GA4, custom metrics are created differently than in GA3.

Copyright Optimize Smart 2021 Page 16

This is something not possible with a GA3 reporting view.

#13 Engagement metrics

Copyright Optimize Smart 2021 Page 17

Note: ​There is no concept of bounce rate in GA4.

Under GDPR, an IP address is considered as personal data.

Copyright Optimize Smart 2021 Page 18

For example, if a website visitor has a public IP of 12.214.31.144 then as soon

The IP anonymization is disabled by default in GA3.

Copyright Optimize Smart 2021 Page 19

#15 Reporting views

Currently, there is no option to create additional views in GA4.

#16 Big Query

Copyright Optimize Smart 2021 Page 20

#17 Advanced Analysis Reports

Following are the various advanced analysis reports:

Copyright Optimize Smart 2021 Page 21

#1 62 Points Google Analytics Setup Checklist (50 pages)

#2 Google Tag Manager Data Layers (100+ pages)

#3 Learn to Read E-Commerce Reports in Google Analytics (100+ pages)

WHAT'S INSIDE: My step-by-step guide to reading both standard and enhanced

Note: There is no concept of bounce rate in GA4.

Step-1: Navigate to the admin section of your reporting view in your GA

Step-5: Click on the 'Tag Installation' button:

Step-13: Set your trigger to fire on all pages:

Step-15: Click on the 'Preview' button at the top right-hand side:

Step-23: Click on the 'Real-time' icon to open the real-time report:

Note: Google signals is not enabled by default in GA4.

Step-1: Navigate to the ‘Admin’ section of your GA4 property.

Step-2: Click on 'Data Settings' under the Property column:

Step-3: Click on 'Data Collection':

Step-7: Click on the 'Activate' button:

Step-8: After 24 hrs have elapsed, navigate to Demographics Overview report

Step-3: Navigate to your Google Analytics 4 property.

Step-4: Scroll down and then click on ‘Admin’:

Step-7: Click on ‘Choose Google Ads Account’ :

Step-9: Click on the ‘Next’ button:

Select the option 'Leave my auto-tagging settings as they are":