Google Analytics 4, often shortened to GA4, is the web analytics platform developed by Google that replaced the previous version, Universal Analytics. Introduced as the new default property for accounts created after autumn 2020, GA4 was designed to measure user interactions across websites and mobile apps in a unified way, overcoming the historical separation between web properties and app properties. The data model behind it is completely different from Universal Analytics: instead of sessions and pageviews as the central units, GA4 uses an event-based model, where every interaction is recorded as an event with associated parameters.
This setup allows you to collect more granular data and to apply analyses based on users, sessions and events flexibly. GA4 also includes machine learning features to fill information gaps, such as data modeling when user consent limits collection, and offers advanced reporting tools like custom explorations. For those working in search engine optimization, GA4 is an important tool for understanding organic traffic behavior and correlating engagement metrics with business goals.
From App + Web to GA4: what changed
Google Analytics 4 was announced as an evolution of the analytics platform, with the goal of adapting to a digital ecosystem where privacy has changed profoundly. The previous year, a version called App + Web had already been introduced, anticipating many of the features that later converged into GA4. The most relevant change concerns the end of support for Universal Analytics data collection: Google announced that standard properties stopped processing new data, while for Analytics 360 properties the deadline was postponed. This made it necessary for companies and professionals to migrate to GA4 or adopt alternative solutions.
Every interaction is an event
In GA4 every interaction is an event. Events can be automatic, such as the first visit or session start, or custom, defined by the user based on measurement needs. Event parameters are complemented by user properties, which describe persistent characteristics such as language or geographic location. This model eliminates the distinction between page, event and transaction hits, standardizing collection and simplifying analysis.
When to use recommended events and when to create custom ones
Google provides a set of recommended events, with standardized names and parameters, useful for generating predefined reports and integrating with other advertising platforms. Custom events, on the other hand, require careful design to avoid duplication and maintain data consistency. The choice between recommended and custom events affects the quality of reports and the ability to compare data across different properties.
Key events and how to measure them
In GA4 conversions, also called key events, are events that the user marks as particularly important, for example submitting a form or making a purchase. Conversion measurement is based on these events and can be enriched with value parameters to estimate the economic return of marketing activities. This approach allows you to link organic traffic metrics to concrete site goals.
Topic-based reports and Explorations
The GA4 interface organizes data into topic-based reports, such as Acquisition, Engagement, Monetization and Retention. Acquisition reports show where users come from, distinguishing between organic, paid, direct and referral traffic. The Engagement section analyzes user behavior, while Explorations let you build custom analyses by crossing dimensions and metrics. Compared to Universal Analytics, the interface is more oriented toward exploratory analysis and less toward predefined reports.
The main differences between the two versions
The following table summarizes the main differences between the two versions of the platform, highlighting the aspects that most affect analysis work.
| Aspect | Universal Analytics | Google Analytics 4 |
|---|---|---|
| Main unit of measurement | Session and pageview | Event and user |
| Measurement of sites and apps | Separate properties | Unified property for web and app |
| Default attribution model | Last non-direct click | Data-driven |
| Privacy management | Limited data modeling | Data modeling and advanced controls |
| Reporting | Predefined and custom reports | Predefined reports and explorations |
Plan goals and events before you start
Proper GA4 configuration requires preliminary planning of measurement goals. It is important to define in advance which events and conversions to track, avoiding the collection of unnecessary data that makes analysis difficult. Integration with Google Search Console allows you to link organic search data to GA4 reports, offering a more complete view of performance.
- Define business goals and the key metrics to monitor.
- Create the GA4 property and configure the data stream for the website.
- Install the measurement tag via Google Tag Manager or directly in the site code.
- Configure recommended and custom events based on the actions to track.
- Mark the most important events as conversions.
- Link Google Search Console and other Google products to enrich the data.
- Set data retention and consent options.
- Verify the collected data and create custom reports in Explorations.
Frequently asked questions
What is Google Analytics 4 in short?
It is Google’s analytics platform based on an event model, designed to measure websites and apps in a unified way, with particular attention to privacy and the use of data modeling techniques.
What is the main difference compared to Universal Analytics?
Universal Analytics was based on sessions and pageviews, while GA4 uses events and users as central units, offering more flexible measurement suited to different platforms.
Why is it important for SEO?
GA4 allows you to analyze organic traffic behavior, measure engagement and link visits from search engines to conversions, providing useful insights to optimize content and strategies.
How do you configure a custom event?
You define a unique name for the event and its parameters, then send the signal via the measurement tag or Google Tag Manager, and finally verify that the event appears in real-time reports.
What are conversions in GA4?
They are events marked as key actions, such as a purchase or newsletter signup, that represent relevant goals for evaluating the effectiveness of marketing activities.
Does GA4 respect user privacy?
GA4 includes features to manage consent, data retention and modeling of missing information, in line with data protection regulations.
Facing this issue?GA4 shows conversions that don’t match Google Ads and you don’t know where to start to align them?Without accurate tracking you risk optimizing campaigns on incomplete data, wasting budget. I configure GA4, GTM and advanced conversions to align metrics and give you reliable data to decide on.Discover conversion tracking
Related entries:
Using google analytics How google analytics works