GA4

What does it mean

What is Google Analytics 4?

Google Analytics 4 represents the latest generation of Google's analytics tool, which has gradually become the successor to the now discontinued Universal Analytics. The beta version of GA4 was launched back in 2019, and GA4 officially became the standard from July 1, 2023.

One of the biggest advantages of GA4 is the ability to connect data from various digital channels – from websites and mobile applications – into a single interface. This gives you a unified and consistent view of user behavior across platforms.

This unification is powered by Firebase technology – a platform originally designed for mobile app development. This integration enabled the bridging between web and mobile analytics.

However, it is important to note that you can fully use GA4 even if you only have a website without a mobile app. You only need a single data source to fully leverage the benefits of the new platform.

To stay ahead, we recommend starting implementation as soon as possible – all new features will only be introduced in GA4. However, keep in mind that the platform is still actively developing, so minor limitations or changes may occur.

How does Google Analytics 4 work?

GA4 is built on a completely new data collection logic. While the concept of sessions dominated in the past, in GA4, the foundation is the event.

Every user interaction is recorded as an event – and each event can contain parameters that carry more detailed information about the action (e.g., product name, page type, transaction value, etc.).

Some events and parameters are automatically set in GA4, while others can be defined according to your needs. This gives you great flexibility in processing analytical data.

Basic GA4 Setup: How to Start?

1. Create a GA4 Property

When setting up a new measurement in Google Analytics, you choose the option to create a property for GA4. You select the currency (e.g., euro) and the time zone according to the country where you operate.

2. Add a Data Stream

To start collecting data in GA4, you need to create a Data Stream – a data flow. This flow can come from the web, Android, or iOS app.
A separate stream must be created for each source.

3. Set Up Data Stream for Web

Enter your website address, stream name, and click "Create stream."
In the next step, make sure to keep the Enhanced Measurement feature enabled, which allows you to automatically collect basic types of events (e.g., scrolling, clicks, on-site search, etc.).

4. Copy the Measurement ID

The created stream has its unique Measurement ID, which serves to link GA4 with your website.
This identifier is then inserted into the Google Tag Manager, where you set up tracking of individual events.

Google Analytics 4 represents a significant shift in digital analytics. Although it requires new thinking and a bit of patience during implementation, it offers much greater flexibility and more accurate data about your users – which is a key advantage in today's digital competition.

More info

Are you a brand that recognizes the value of data and wants to finally have it all under one roof? Or are you looking for a way to advance in analytics and fully utilize the potential of modern tools? In that case, Google Analytics 4 (GA4) is exactly what you should be interested in.

In this article, we will look at what GA4 actually is, what changes it brings compared to previous versions, and how you can implement it on your website yourself.