Complete Guide On GA4

Google Analytics 4 (GA4) is a next-generation web analytics platform that uses event-based tracking to provide more
detailed insights into user behavior. It uses a user-centric approach to reporting, allowing for tracking of user behavior
across devices and platforms. GA4 provides advanced machine learning capabilities, customized events and parameters,
enhanced privacy and consent management, and integration with other Google marketing products. It includes simplified
implementation, real-time data collection and reporting, and a focus on customer retention. Overall, GA4 offers greater
flexibility and customization options for reporting and analysis, providing more personalized tracking and reporting of user
behavior.

In addition, GA4 is designed to help businesses make data-driven decisions by providing comprehensive insights into user
behavior, allowing them to optimize their website or app for better performance and user engagement. With its advanced
machine learning capabilities, GA4 can help businesses identify patterns and trends in user behavior and make predictions
about future user behavior. This can help businesses stay ahead of the competition and respond to changing customer
needs. Moreover, GA4 offers a simplified user interface and includes a range of features and tools that make it easier for
businesses to navigate and interpret data, even without a dedicated data analysis team. Finally, GA4's focus on privacy and
consent management ensures that businesses are collecting data in a responsible and ethical manner, while still gaining the
insights they need to make informed decisions.
 To set up a Google Analytics 4 (GA4) account and properties, follow these steps:
1. Create a Google account if you don't have one already, and sign in to Google Analytics at
analytics.google.com.
2. Click "Create" in the GA4 account selection section of the page.
3. Enter a name for your GA4 account and select the data sharing settings you prefer.
4. Click "Next" to create your GA4 property.
5. Enter a name for your GA4 property and select the relevant time zone and currency
settings.
6. Select the reporting options you want for your property, such as data sharing settings, and
How To Setup click "Create."
7. You will be redirected to the GA4 property page, where you can find your GA4
GA4 Account measurement ID, which is a unique identifier for your GA4 property.
8. To start tracking data, you will need to add the GA4 measurement ID to your website or
app code.
9. If you want to create additional properties under the same GA4 account, you can do so by
clicking "Create Property" on the GA4 account page and following the same steps as
above.
10.You can also customize your GA4 property settings by going to the "Admin" section of
your GA4 property page, where you can configure various settings, such as user access,
data streams, and data deletion options.
Overall, setting up a GA4 account and properties is a straightforward process that can be
completed in a few simple steps. Once you have set up your GA4 property and added the
measurement ID to your website or app code, you can start tracking data and using GA4's
powerful analytics tools to gain insights into your user behavior and engagement.
 To create a custom dimension in Google Analytics 4 (GA4), follow these steps:
1. Go to your GA4 property page and click on the "Admin" button on the bottom left
corner of the page.
2. In the "Property" column, click on "Custom Definitions" and then select "Custom
Dimensions".

How To Create 3. Click the "Create Custom Dimension" button to start creating a new custom dimension.
4. Enter a name for your custom dimension that reflects the type of data you want to
Custom track, such as "User Age" or "Product Category."
5. Choose the "Scope" of your custom dimension. There are three scope options
Dimension IN available: Hit, Session, and User. The scope determines the level at which your custom
dimension will be applied in your data collection.

GA4 6. If desired, you can also specify a default value for your custom dimension, which will
be used if no other value is provided.
7. Once you have configured your custom dimension settings, click the "Create" button to
save it.
8. To start using your custom dimension in your data collection, you will need to add it to
your tracking code. You can do this by adding the custom dimension code to your
website or app code.
• Once your custom dimension is set up and added to your tracking code, you can start
using it to track and analyze user behavior in your GA4 reports and analysis tools.
Custom dimensions can be used to segment your data by specific user attributes or
behaviors, allowing you to gain deeper insights into your customers and optimize your
marketing efforts accordingly.
 • Custom dimensions and custom events are two different types of custom data
that can be collected and analyzed in Google Analytics 4 (GA4).
• Custom dimensions are additional data points that can be used to track specific
aspects of user behavior, such as user demographics, product categories, or
marketing campaigns. Custom dimensions are used to capture data that is not
Custom Events available by default in GA4 and allows businesses to customize their data
collection and analysis to match their unique business needs.
Vs Custom • Custom events, on the other hand, are specific actions that users take on a
website or app that are not captured by default in GA4. Custom events are used
Dimensions to track user behavior beyond pageviews and basic interactions, such as button
clicks, form submissions, or video views. Custom events can be used to capture
any type of user interaction that is important to a business and can help to
identify areas for optimization and improvement.
• The main difference between custom dimensions and custom events is the type
of data they capture. Custom dimensions capture user attributes or
characteristics, while custom events capture specific user actions or behaviors.
Both custom dimensions and custom events can be used together to gain deeper
insights into user behavior and optimize marketing efforts accordingly.
 1. Let's say you have an e-commerce website that sells clothing and you want to
track user behavior to gain insights into which products are most popular
among different demographics. To do this, you could set up custom dimensions
to track user attributes such as age, gender, and location.
2. For example, you could create a custom dimension called "User Age" and use it
to track the age range of users who visit your website. By doing so, you could
segment your data by age range and gain insights into which products are most
popular among different age groups. You could also use this data to create
Still Confused? targeted marketing campaigns aimed at specific age groups.
3. Now let's say you also want to track specific user interactions on your website,
Let's Take An such as when users add products to their cart or complete a purchase. To do
this, you could set up custom events to track these actions.
Example 4. For example, you could create a custom event called "Add to Cart" and use it to
track when users add products to their shopping cart. By doing so, you could
identify which products are most popular and optimize your website to make it
easier for users to add products to their cart. You could also create a custom
event called "Purchase" to track when users complete a purchase, which could
help you optimize your checkout process and increase conversion rates.
5. In summary, custom dimensions and custom events are two different types of
custom data that can be collected and analyzed in GA4. Custom dimensions
capture user attributes or characteristics, while custom events capture specific
user actions or behaviors. By using custom dimensions and custom events
together, businesses can gain deeper insights into user behavior and optimize
their marketing efforts accordingly.
 1.Event-driven data model: GA4 is built around an event-driven data model,
which means that it can capture a wider range of user interactions than its
predecessor. This includes things like button clicks, video plays, and form
submissions.

2.User-centric measurement: GA4 uses a user-centric measurement approach

Some of the that focuses on individual users rather than sessions or devices. This allows
for a more complete understanding of user behavior across different platforms
key features and devices.

of GA4 3.Machine learning capabilities: GA4 includes built-in machine learning

capabilities that can help identify important trends and insights from your
data. This includes automated insights and predictive analytics.

4.Enhanced privacy controls: GA4 includes enhanced privacy controls that

help ensure compliance with data protection regulations like GDPR and
CCPA. This includes features like user deletion, data retention controls, and
granular consent management.

Overall, GA4 represents a significant evolution in Google Analytics and

provides a more powerful and flexible platform for tracking and analyzing
user behavior across different channels and devices.
GA4 & GA
Comparison
1. Data model: GA4 uses an event-driven data model, while UA/GA uses a session-
based data model.
2. User-centric measurement: GA4 focuses on user behavior across different devices
and platforms, while UA/GA focuses on sessions and pageviews.
3. Cross-device tracking: GA4 uses machine learning to better track user behavior
across multiple devices, while UA/GA relies on cookies and other tracking
technologies.
4. Machine learning capabilities: GA4 includes built-in machine learning capabilities
for automated insights and predictive analytics, while UA/GA relies on custom
reports and segmentation.
5. Privacy controls: GA4 includes enhanced privacy controls for user deletion, data
retention, and consent management, while UA/GA requires more manual
configuration.
6. Custom dimensions and metrics: GA4 allows for more flexible custom dimensions
and metrics than UA/GA.
7. Reporting interface: GA4 has a different reporting interface than UA/GA, with more
emphasis on visualization and exploration.
8. Streamlined implementation: GA4 has a simpler implementation process than
UA/GA, with fewer tracking codes and more streamlined setup.
9. Event tracking: GA4 places more emphasis on event tracking than UA/GA, with
more granular event parameters and tracking capabilities.
10.Data integrations: GA4 includes more built-in data integrations than UA/GA,
including with Google Ads, Firebase, and BigQuery.
 1. Event-driven data model: GA4 uses an event-driven data model, which
allows for more granular tracking of user behavior across different
platforms and devices. This is more flexible than the session-based model
used in GA.
2. User-centric measurement: GA4 focuses on individual users and their
behavior across multiple devices, which provides a more complete view of
the customer journey. In contrast, GA primarily tracks sessions and
pageviews.
3. Cross-device tracking: GA4 uses machine learning to better track user
Why GA4 Is behavior across multiple devices, which allows for more accurate
attribution and analysis. GA relies primarily on cookies, which can be less
Better effective.
4. Machine learning capabilities: GA4 includes built-in machine learning
capabilities, such as predictive analytics and automated insights, which can
help users identify important trends and insights more easily than with GA.
5. Privacy controls: GA4 includes enhanced privacy controls, such as user
deletion and granular consent management, which help ensure compliance
with data protection regulations like GDPR and CCPA.
6. Streamlined implementation: GA4 has a simpler implementation process
than GA, with fewer tracking codes and more streamlined setup. This can
save time and resources for businesses.
 1. To create custom events in Google Analytics 4 (GA4), follow
these steps:
2. Open your GA4 property and select "Events" from the left-
hand navigation menu.
3. Click on the "Create Event" button.
How to create 4. Enter a name for your event in the "Event Name" field.
5. Select the appropriate event parameters from the dropdown
custom events menus. These parameters will define the specific actions and
properties you want to track with your event.
in GA4 6. Optional: Add additional parameters or custom dimensions to
your event by clicking on the "Add Parameter" or "Add
Custom Dimension" buttons.
7. Once you have configured your event, click on the "Create
Event" button to save it.
8. You can now start tracking your custom events by adding
them to your website or app using the GA4 tracking code or
one of the GA4 SDKs.
 GA4 collects data through an event-based tracking system. This means that all user
interactions with a website or mobile app are tracked as events. GA4 tracks both standard
events and custom events, which are specific to the website or app being tracked.
Here's an overview of the data collection process in GA4:

1.Data is collected through a tracking code: A tracking code is added to the website or
mobile app, which allows GA4 to collect data on user interactions.
2.Events are triggered: When a user interacts with the website or app, an event is
triggered. Events can include pageviews, clicks, form submissions, video views, and more.
3.Events are logged: When an event is triggered, the data is logged and sent to the GA4
How GA4 data processing pipeline.
4.Data is processed: The data is processed by GA4's data processing pipeline, which
Collects Data includes a series of steps to clean and standardize the data.
5.Data is stored: The processed data is stored in the GA4 data storage system, which
includes both real-time and aggregated data.
6.Data is analyzed: The data can be analyzed in a variety of ways, including through
reports, dashboards, and data exports. Data can also be used to create audiences for
targeting in advertising campaigns.

It's important to note that GA4 includes enhanced privacy and consent management
features, which allow users to control the data collected about them. Additionally, GA4
includes advanced machine learning capabilities, which can be used to analyze and predict
user behavior.
 Pre-Defined Events In Google Analytics 4

• Google Analytics 4 (GA4) includes a set of predefined events that are designed to cover a wide range of common
user actions and behaviors. Here is a list of the predefined events in GA4:
1. "ad_click": triggered when a user clicks on an ad.
2. "add_payment_info": triggered when a user adds payment information during a transaction.
3. "add_to_cart": triggered when a user adds a product to their cart.
4. "add_to_wishlist": triggered when a user adds a product to their wishlist.
5. "begin_checkout": triggered when a user begins the checkout process.
6. "campaign_details": triggered when a user views details about a campaign.
7. "checkout_progress": triggered when a user progresses through the checkout process.
8. "earn_virtual_currency": triggered when a user earns virtual currency in an app or game.
9. "generate_lead": triggered when a user submits a lead generation form.
10."join_group": triggered when a user joins a group or community.
11. "level_up": triggered when a user levels up in a game or app.
12. "login": triggered when a user logs into an app or website.
13. "page_view": triggered when a user views a page on your
website or app.
14. "purchase": triggered when a user completes a purchase.
15. "refund": triggered when a user requests a refund.
16. "remove_from_cart": triggered when a user removes a
product from their cart.
17. "screen_view": triggered when a user views a screen or page
in an app.
18. "search": triggered when a user performs a search.
19. "select_content": triggered when a user selects a piece of
content, such as an article or video.
20. "share": triggered when a user shares content from your app
or website.
 In Google Analytics 4 (GA4), there are two types of events:
available events and custom events. Here are the key
differences between the two:
1. Available events: These are predefined events that are
automatically available for tracking in GA4. They cover a wide
range of common user actions and behaviors, such as page
Custom Events views, purchases, and search queries. Available events are easy
to implement and require no additional configuration. You can
Vs Pre-Defined view the data for these events in the "Events" report in GA4.
2. Custom events: These are events that you create yourself to
Events track specific user actions or behaviors that are not covered by
the available events. Custom events require you to configure
additional parameters and properties to track the behavior you
are interested in. You can use custom events to track things like
video views, downloads, or form submissions. Custom events
provide greater flexibility and can help you gain deeper
insights into user behavior. You can view the data for custom
events in the "Events" report in GA4.
Here are a few other differences between pre defined events
and custom events:
1. Available events are simpler and faster to implement, while
custom events require more configuration and setup.
2. Available events are limited to the predefined set of
parameters, while custom events can include additional
parameters and properties that are specific to your business.
3. Available events are standardized and consistent across all
GA4 properties, while custom events can vary widely
depending on the specific needs of each property.
4. Overall, both available events and custom events are
important for tracking user behavior and gaining insights into
how users interact with your website or app. Available events
provide a solid foundation for tracking common user actions,
while custom events allow you to tailor your tracking to the
unique needs of your business.
 To create custom parameters in Google Analytics 4 (GA4), follow these steps:

1. Open your GA4 property and select "Events" from the left-hand navigation menu.
2. Click on the "Create Event" button to create a new event.
3. Enter a name for your event in the "Event name" field and select the appropriate
event parameters from the dropdown menus.

How To Create 4. Click on the "Add parameter" button to add a new parameter.
5. Choose the parameter type that you want to create from the dropdown menu. You
Custom Events can choose from predefined types like text, number, or boolean, or create your own
custom parameter type.
In GA4 6. Enter a name for your parameter in the "Parameter name" field.
7. Enter the value that you want to assign to your parameter in the "Parameter value"
field.
8. Optional: Add a description for your parameter in the "Parameter description" field
to provide more context for your team or future users.
9. Click on the "Create event" button to save your custom event with the new
parameter.
You can now use the custom parameter in your GA4 tracking code or SDK to track
specific user behaviors or properties that are important to your business.
 Reporting in Google Analytics (GA) and Google Analytics 4 (GA4) differs in a few ways.
Here are some key differences:

1. Focus on user-centric reporting: GA4 is designed to be more user-centric, focusing on the

customer journey and user behavior across devices and platforms. This is reflected in the
new "User Explorer" report, which provides a detailed view of individual user behavior, and
the "Lifecycle" report, which tracks the entire customer journey.

2. Event-based reporting: GA4 relies more heavily on event-based reporting, which allows you
to track specific user actions and behaviors. This is a departure from GA, which is more

How Reporting focused on pageviews and sessions. In GA4, you can track events like video views, button
clicks, and form submissions, and analyze them in detail to gain insights into user behavior.

In GA4 Is 3. Simplified reporting interface: GA4 has a simplified reporting interface compared to GA,
with fewer reports and more intuitive navigation. For example, the "Analysis Hub" allows
you to create custom reports using a drag-and-drop interface, while the "Explore" tab
Different From provides a quick and easy way to analyze your data using natural language queries.

GA 4. Data modeling and machine learning: GA4 uses advanced data modeling and machine
learning techniques to provide more accurate and actionable insights. The new "Metrics" and
"Dimensions" models allow you to customize your data in more meaningful ways, while the
"Automated Insights" feature uses machine learning algorithms to surface key insights and
trends automatically.

Overall, GA4 is designed to provide a more user-centric, event-based approach to reporting, with
a simplified interface and more advanced data modeling and machine learning capabilities. While
it may take some time to get used to the new interface and features, the insights provided by GA4
can help you make more informed decisions about your marketing and business strategies.
 Google Analytics 4 (GA4) offers a flexible and customizable attribution modeling system that
helps businesses understand the impact of their marketing efforts on user behavior and
engagement. Attribution modeling allows businesses to assign credit for conversions to specific
marketing channels and touchpoints along the customer journey.
GA4 uses a data-driven attribution modeling approach, which means that it uses machine
learning to analyze user behavior and determine the most effective marketing channels and
touchpoints for driving conversions. This approach takes into account a range of factors, such as
the type and frequency of user interactions, the timing of those interactions, and the
characteristics of the user, such as demographics and device type.
GA4 provides several attribution modeling options, including:
1.First-click attribution: In this model, all credit for a conversion is assigned to the first
touchpoint that the user interacts with.
Attribution 2.Last-click attribution: In this model, all credit for a conversion is assigned to the last
touchpoint that the user interacts with before converting.
Model In GA4 3.Linear attribution: In this model, credit for a conversion is divided equally among all
touchpoints that the user interacts with along the customer journey.
4.Time decay attribution: In this model, more credit is assigned to touchpoints that occur closer
to the conversion event.
5.Data-driven attribution: In this model, machine learning is used to determine the most
effective touchpoints for driving conversions based on user behavior data.
GA4 also allows businesses to create their own custom attribution models, allowing for even
greater flexibility and customization. This can be useful for businesses with unique marketing
strategies or user behavior patterns that require a more tailored approach to attribution modeling.
Overall, GA4's attribution modeling system provides businesses with valuable insights into the
effectiveness of their marketing efforts, allowing them to make data-driven decisions about how
to allocate their marketing resources for maximum impact.
 Google Analytics 4 (GA4) and the previous version of Google Analytics (GA) use different approaches
to attribution modeling. The main differences between the two are:

How 1. Data-driven attribution modeling: GA4 uses a data-driven attribution modeling approach, which
means that it uses machine learning to analyze user behavior and determine the most effective
marketing channels and touchpoints for driving conversions. In contrast, GA uses a rules-based
Attribution attribution modeling approach, which assigns credit for conversions based on predefined rules,
such as first-click, last-click, or even attribution across all channels.

Model in GA4 2. User-centric tracking: GA4 tracks user behavior across devices and platforms, allowing for a more
comprehensive view of the customer journey. This allows GA4 to attribute credit for conversions
across different devices and touchpoints, giving a more complete picture of how users interact
Is Different with a business's marketing efforts. In contrast, GA tracks sessions and pageviews, which makes it
difficult to track user behavior across different devices and platforms.

From GA 3. Customizable attribution models: GA4 allows businesses to create their own custom attribution
models, allowing for even greater flexibility and customization. This can be useful for businesses
with unique marketing strategies or user behavior patterns that require a more tailored approach
to attribution modeling. In contrast, GA only allows for a limited number of attribution models and
does not offer as much flexibility for customization.
4. Focus on privacy and consent management: GA4 is designed with a greater focus on privacy and
consent management, allowing businesses to collect user data in a responsible and ethical
manner. This includes features such as data deletion, consent management, and user data
controls. In contrast, GA does not have the same level of privacy and consent management
features.
Overall, GA4's attribution modeling system offers businesses a more data-driven and comprehensive
approach to understanding the impact of their marketing efforts on user behavior. Its customizable
attribution models and focus on privacy and consent management also provide greater flexibility and
responsibility in data collection and analysis.
 ASOS - GA4
Success Case
Study
Introduction
• ASOS is a global online fashion retailer that offers clothing, accessories, and beauty products to customers worldwide. With the rise of
online shopping, ASOS recognized the need for a more sophisticated approach to tracking and analyzing customer behavior. In 2020,
ASOS began using Google Analytics 4 (GA4) to gain deeper insights into customer behavior and improve their marketing efforts.
Challenge
• ASOS faced several challenges in tracking and analyzing customer behavior. The first challenge was tracking user engagement across
their website and app. ASOS needed a more granular approach to tracking user actions, such as product clicks and add-to-cart events, to
understand how users interacted with their products.
• The second challenge was tracking user behavior across devices and platforms. ASOS needed a user-centric approach to tracking to
gain a more complete picture of the customer journey and identify opportunities for cross-device marketing.
• Finally, ASOS needed a more sophisticated approach to data modeling and analysis. They needed to identify high-value customer
segments and track their behavior over time to personalize their marketing efforts more effectively.
Solution
• ASOS turned to Google Analytics 4 to address these challenges. GA4's event-based tracking allowed ASOS to track more granular user
actions across their website and app, providing more detailed insights into user engagement. GA4's user-centric reporting also allowed
ASOS to track user behavior across devices and platforms, providing a more complete picture of the customer journey.
• GA4's advanced data modeling and machine learning capabilities also allowed ASOS to gain deeper insights into customer behavior.
They could now identify high-value customer segments and track their behavior over time to personalize their marketing efforts more
effectively.
 1. Improved user engagement tracking: With GA4's event-based tracking, ASOS was
able to track user engagement more granularly. For example, they could track clicks on
specific product categories, add-to-cart events, and product impressions. This helped
them better understand how users interacted with their products and improve user
engagement.
2. Better cross-device tracking: GA4's user-centric reporting allowed ASOS to track user
behavior across devices and platforms. For example, they could track when a user added
a product to their cart on their mobile device and completed the purchase on their
desktop computer. This provided a more complete picture of the customer journey and
helped them identify opportunities for cross-device marketing.
Results: 3. Enhanced data modeling: GA4's advanced data modeling and machine learning
Using GA4, ASOS capabilities allowed ASOS to gain deeper insights into customer behavior. For example,
they could identify high-value customer segments based on factors such as purchase
achieved several history and behavior on the site. They could then track these segments over time and
personalize their marketing efforts more effectively.
positive results: 4. Automated insights: GA4's automated insights feature provided ASOS with valuable
insights into their data without requiring manual analysis. For example, they could
quickly identify which products were driving the most revenue or which customer
segments were exhibiting unusual behavior. This allowed them to take action more
quickly and improve their marketing ROI.
Overall, GA4 helped ASOS gain a more detailed and actionable understanding of customer
behavior, which led to improved user engagement, increased sales, and optimized
marketing efforts. With GA4, ASOS is able to more effectively track and analyze user
behavior, personalize their marketing efforts, and make data-driven decisions.
Thank You

/@DigitalMarketingWithUtkarsh