What Is Google Analytics 4?
Google Analytics 4 is Google's free analytics tool for websites and apps. It replaced the old Universal Analytics in 2023. It builds measurement around events rather than sessions: a page view, a scroll, a click, a form submission or a purchase are all events.
Events that really matter to your business are marked as key events, so reports focus on outcomes rather than visit counts. In Explorations, funnel analysis shows at which step visitors drop off, and audiences can be built and used in ads.
GA4 can be linked with Google Ads and Search Console, so your ads are optimized knowing which searches and clicks turn into real results. According to Google, GA4 doesn't log IP addresses, and with Consent Mode it works in line with each visitor's cookie choice.
Where We Use GA4
Measurement starts with GA4 on every site we build and every campaign we run. We use it especially for:
A Measurement Plan
We decide what to measure based on your site's purpose: quote forms, phone and WhatsApp clicks, newsletter sign-ups or purchases. We measure what drives decisions, not everything.
Event Setup
We set up events through Google Tag Manager with clear names and details, so even months later it's obvious what each one means in the reports.
Connection to Ads
We send key events to Google Ads. Campaigns learn from real results such as forms and sales, not just clicks.
Clear Reports
We share core metrics such as visits, sources and conversions in reports that are easy to read, and explain what the numbers mean.
Why Google Analytics 4?
Free and Powerful
The free version covers what most businesses need; funnel, audience and source analysis require no extra software.
It Speaks the Same Language as Your Ads
Linked with Google Ads and Search Console, the whole path from search to sale is tracked in one place.
Privacy-Aware Measurement
With Consent Mode, measurement follows each visitor's cookie choice; it's set up together with your cookie banner.
How We Work on Your Project
We start by talking about your goals: what should the site bring you? From there we write the measurement plan and define events and key events. We set it all up with Google Tag Manager and test every event before launch.
After launch we check that data flows correctly and link your ad accounts. Our regular reports share not only numbers but also our suggestions for the next step.
