Google Analytics 4 collects data from both Apps and Websites simultaneously, allowing you to monitor user journeys across multiple devices and platforms. Every user interaction (hit) is now also processed as an event, regardless of hit type (page views,social interaction, etc). This allows for more in-depth analysis.
With a cookie-less future on the horizon, GA4 will be using Machine Learning (ML) instead to gain predictive insights into user behaviour by looking at detailed patterns in user activity. It opens the doors to make strategic decisions based on this data analysis, rather than relying on reactionary decisions.
With a cross-platform data collection approach, you can benefit from a more accurate glimpse into user journeys. GA4 makes it possible to track your users’ behaviour from beginning to end, across platforms.
GA4 offers the combined ability to predict user behaviour and map out various user journeys. As Digital Marketers, we can utilise this data to develop more targeted and creative marketing campaigns to capture more of your target audience.
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Google Analytics 4 is replacing Universal Analytics in July 2023. Therefore, it’s vital that the migration from UA to GA4 is completed by then. GA4 also uses Machine Learning (ML) to accurately predict user behaviour by looking at detailed patterns in user activity, offering opportunity for more flexible and comprehensive analysis.
A Google Analytics 4 property is no different to a property on Universal Analytics. A property on GA4 can be a website, blog, mobile application or device that’s set up under a Google Analytics account. You can have multiple properties under one account, and each will have its own unique tracking code.
GA4 has 2 tag types: GA4 Configuration and GA4 Event. Within GTM, you can follow the steps below.
GA4 Configuration tag
Tags > New > Tag Configuration > Google Analytics: GA4 Configuration > Enter your “G” ID.
GA4 Event tag
Tags > New > Tag Configuration > Google Analytics: GA4 Event
Then select the Configuration tag you created earlier and specify the name of the event for the Event Name.
> Click Triggering and select the appropriate events that would cause the tag to fire.
> Save and click submit
You should assign a GA4 Configuration tag trigger earlier than the GA4 Event tag trigger, to ensure it fires first when it runs. Include the Configuration tag on every page that you wish to collect data for.
For further information on how to set up GA4 in GTM, you can read this detailed article by Google.
In GA4 you can create events using either Google Tag Manager or your GA4 dashboard.
To set up events in your dashboard, follow these steps below:
To create a contact form event, begin by following the same steps as mentioned above in “How to create events in GA4”. Once an event has been created, head over to ‘Conversions’ under the Events menu. Select ‘New Conversion Event’ and enter the name of the event you created (and selected) earlier, then click ‘Save’.
Connecting to Google Search Console allows you to view this data in your GA4 reports. You can connect the two either from Google Analytics 4 or from Google Search Console itself. Please note that you must have Editor permissions in your GA4 property in order to set this up.
To connect from GA4, follow these steps below:
Head over to ‘Admin’ > Click on ‘Search Console Links’ > Click ‘Link’ in the top right corner.
You then need to select the Google Search Property you wish to link by clicking on ‘Choose Accounts’.
Choose the property you want to link and click ‘Confirm’.
You’ll then be prompted to select a web stream. Click ‘Select’ and then choose the stream.
Finally, you can review your selections and click ‘Submit’.
