Google Analytics 4

Guide to Google Analytics 4 properties by Benjamin Mangold

 Guide to Google Analytics 4 by Benjamin Mangold

Overview
Google Analytics 4 properties (or GA4 for short) were previously called App + Web properties. They
let you combine data from websites and apps in a single set of reports. This allows you to unlock
cross-platform reporting and analysis. Google Analytics 4 properties also give you access to new
data collection and reporting options that are not available in the standard version of Google
Analytics (called Universal Analytics).

Getting Started
You can create a new Google Analytics 4 property by navigating to ‘Admin’, clicking ‘Create
Property’. Once your new property has been created, you can collect data into your reports using
your existing tag (if you are using the gtag.js tracking code) or by creating a new tag.

If you’re already tracking your website into a standard Google Analytics property, then you should
continue to collect data into the existing property. You can then adjust your implementation to
track users on your website into a Google Analytics 4 property at the same time. This can be
achieved by selecting the ‘Upgrade’ option in the admin area.

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 Guide to Google Analytics 4 by Benjamin Mangold

Differences
Unless you’re only looking to track an app, then you should consider sending data into both types
of properties. This lets you access all of the benefits provided by each type of property in Google
Analytics and ensure data integrity for any existing properties.

Here’s a comparison of standard (Universal Analytics) properties and Google Analytics 4:

Universal Analytics Google Analytics 4

Standard reports Yes Limited

Custom reports Limited Yes

Permanent filters Yes Limited

Automatic tracking No Yes

Adjust attribution No Limited

Cross-domain tracking Yes Yes

Integrate with Google Ads Yes Yes

Integrate with BigQuery Paid Free

Integrate with other Google products Yes No

Data import Yes No

Google Data Studio connector Yes Limited

Temporary filters Yes Yes

Segmentation Yes Yes

Please note: Features and limits in Google Analytics 4 properties can change without notice.

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 Guide to Google Analytics 4 by Benjamin Mangold

Reports
Google Analytics 4 properties provide flexible, custom reporting options, while standard
properties provide more pre-configured reports for your audience, marketing, content and
conversions.

The pre-configured reports available in Google Analytics 4 include:

● Home: provides a top-level overview of your users, including a number of key metrics. The
report also includes automated insights for the data that’s been collected using Google’s
machine learning.
● Realtime: lets you view current user activity on your website or app, including the number
of users in the last 30 minutes.
● Acquisition: these reports show you how people are finding your website or app. For
example, you can see the source and medium people use to find your website.
● Engagement: lets you report on the pages people view on your website (or the screens in
your app). The reports also include new metrics, like ‘Engaged Sessions’ which let you
understand if people view more than one page or spend more than 10 seconds on your
website.
● Monetization: if you sell items on your website, accept payments in your app, or monetize
your content with ads, then you will find these details in the monetization reports.
● Retention: provides cohort reports for your users allowing you to see how often people
return to engage with your website or app.
● Demographics: these reports let you view the geographic location of your users, along
with other demographic information like age, gender, and interests.
● Technology: lets you view details about the different devices people are using. If you’re
tracking a website and an app, then you can also see a breakdown based on the platforms
you’re measuring.
● All events: provides a list of all the events that have been tracked into Google Analytics.
You can also modify, create and manage events using the options available in the report.

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 Guide to Google Analytics 4 by Benjamin Mangold

Apart from the default reports, you can create custom reports in Google Analytics 4. To create
your own reports and visualizations, open your reports and navigate to ‘Analysis’ and then
‘Analysis Hub’.

Custom reporting options include:

● Exploration: allows you to create reports for your analysis using tables, donut charts, line
charts, scatter charts and geographic maps.
● Segment Overlap: lets you create and select multiple audience segments to compare
them and see where there are overlaps. Segments can be created based on users, sessions
or events.
● Funnel Analysis: lets you create ad-hoc funnel visualizations. You can create a ‘Standard
Funnel’ which shows how users are completing steps or a ‘Trended Funnel’, which allows
you to see trends for each funnel step. You also have the option of selecting ‘Make Open
Funnel’, which will include people entering the funnel at any step.
● Path Analysis: lets you see how people travel through your website and app with a tree
graph, similar to what you would find in the flow-style reports in a standard reporting view.
● User Explorer: allows you to drill-down to view individual user actions and segment your
users.
● Cohort Analysis: group users based on the dates they visited your website or used your
app.

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 Guide to Google Analytics 4 by Benjamin Mangold

● User Lifetime: provides access to metrics that include all available data for your users. For
example, you can use the report to see the total dollar value generated by your users, even
if transactions or conversion with a value occurred outside of the current date range.

Campaign Tracking
The way you track campaigns is the same whether you are sending data into a Google Analytics 4
property, a standard property, or both. Apply campaign tags to the inbound links you are using
and Google Analytics will report on campaign performance.

Attribution
Unlike standard properties, Google Analytics 4 properties let you change the attribution model
used for your reports. Currently, the options are limited. However, these are likely to increase in
the future. Navigate to ‘Conversions’ and then select a conversion action, you will then be able to
adjust the attribution model used for the report (look for the option to customize the report on
the top right corner – it’s an icon of a chart with a pencil).

Data Model

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 Guide to Google Analytics 4 by Benjamin Mangold

A flexible data model lets you name, classify and send any data you like to Google Analytics.
Instead of being limited to pre-defined classifications, like pageviews, events and transactions, you
have the option of using custom naming conventions for your reports.

Wrap Up

If you’re already using a standard property or you’re looking to track your website for the first time
– my current recommendation is to implement a Google Analytics 4 property and a standard
property simultaneously. This unlocks all of the reporting options available in Google Analytics and
gives you access to the latest features.

Are you using a Google Analytics 4 property? I’d love to hear from you! You can contact me at
[email protected] – I’m looking forward to
hearing how you’re using Google Analytics.

And when you’re ready to learn more about Google

Analytics, Google Tag Manager and other important
tools, join me in my courses. You can find details at
https://lovesdata.co/3mYR8

– Benjamin

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