Google Analytics 4 (GA4)

Google Analytics 4 (GA4 for short) is a powerful tool for tracking and analyzing traffic on websites and mobile apps. It lets you track in detail how visitors behave on your website, where they come from, what actions they take and what leads them to complete specific goals – such as submitting a form, making a purchase or downloading a file.

GA4 is designed to give you a complete view of user behavior across devices, channels and time. Instead of simply tracking traffic, it provides a data-driven foundation for decisions in marketing, UX, content and business strategy.

What can GA4 do for you?

User behavior analysis

You get a detailed overview of what people do on your website – which pages they visit, how long they stay, what they click, which forms they fill in and how they interact with page elements (e.g. videos, buttons, scrolling).

Conversion and event tracking

GA4 makes it easy to track key events such as:

• Submitting an inquiry form
• Adding a product to the cart
• Completing a purchase
• Clicking an email or phone link
• Downloading a file

You can define events manually or use automatically measured interactions (so-called enhanced measurement).

Campaign performance reports

GA4 shows which sources your traffic comes from – whether it is Google Ads, SEO, social media, newsletters or referrals from other websites. This lets you evaluate which channels bring you the most value.

Artificial intelligence features

Thanks to machine learning, GA4 can, for example:

• Identify unusual fluctuations in the data
• Estimate user behavior even when part of the data is missing because cookies are blocked
• Make predictions, e.g. the likelihood of conversion or churn

Audience segmentation and working with users

In GA4 you can create custom audiences based on any behavior – for example, people who viewed the price list but did not contact you. These audiences can be used in other Google tools (e.g. in Google Ads for remarketing).

Cross-device measurement

GA4 tracks users across different devices – mobile, desktop or app – and combines their interactions into a single view. This gives you a more complete picture of the customer journey.

Custom reports and visualizations

In the GA4 interface you can build your own dashboards, tables or charts. You can filter by events, devices, traffic sources, countries and other metrics.

Integration with other tools

GA4 integrates easily with other services, e.g.:

1. Google Ads – for better campaign evaluation and publishing remarketing lists
2. BigQuery – for advanced data analysis
3. Google Tag Manager – for managing tracking scripts without touching the code

Why use GA4?

• It helps you understand your visitors better and what they are interested in on your website.
• It supports data-driven decision-making in marketing, development and sales.
• It helps you evaluate the effectiveness of your advertising spend.
• It provides a modern approach to measurement that respects new privacy requirements and works even in a cookieless environment.

Links:

• Sign in to Google Analytics 4
• Official information about the service
• GA4 help and documentation