What Is GA4? Everything You Need to Know About Google Analytics 4  

Key highlights 

• GA4 offers event-based tracking that provides deeper, more flexible insights compared to session-based models in Universal Analytics. 
• Custom, automatic and recommended events give you full control over what you track—perfect for tailored marketing analysis. 
• Conversion tracking in GA4 is simplified, letting you mark any event as a conversion and monitor performance more accurately. 
• User-centric reports help analyze behavior across the customer journey—from acquisition to engagement and retention. 
• Despite its learning curve, GA4 is built for the future, with cross-platform compatibility, privacy compliance and continuous updates from Google. 

Introduction 

What is GA4 (Google Analytics 4)? If you’ve asked this recently, you’re not alone. It’s not just another update—it’s a whole new way to look at how people use your site or app. With Universal Analytics stepping aside, GA4 steps in with smarter tools, deeper insights and the power to track user behavior like never before. In this blog, we’ll break down everything you need to know—from the GA4 basics to setting it up, tracking events, analyzing reports and making your marketing truly data-driven. 

What is GA4 and why does it matter? 

If you’re wondering why there’s so much buzz around Google Analytics 4 (GA4), here’s the deal—it’s not just another update. It’s a major shift in how we look at website analytics and customer data.  

With the end of Universal Analytics, GA4 has taken the spotlight. It offers a smarter and more flexible way to collect data. You can now understand how users move across websites, mobile apps and multiple platforms with greater clarity. 

So, what is GA4 exactly? At its core, it’s a new Google Analytics platform that focuses on event-based tracking instead of traditional session-based data. This means it captures user interactions in real time, giving you more accurate insights into how users behave, where they drop off and what drives conversions. Whether you’re tracking web data streams, app activity or  marketing performance, GA4 helps you see the entire customer journey more clearly—across devices and over time. 

Let’s break it down further. 

GA4 and its evolution 

The shift from Universal Analytics to GA4 didn’t happen overnight. As user behavior became more complex—spanning mobile apps, websites and various platforms—the need for a more dynamic tool became obvious. GA4 was introduced to fill that gap.  

Unlike Universal Analytics, which relied heavily on sessions and pageviews, GA4 tracks all the events users trigger. This includes actions like video plays, scrolls, clicks and  downloads—offering a much richer and more customizable view of user behavior. 

The role of GA4 in modern data analysis 

GA4 plays a crucial role in how businesses today analyze data. It enables brands to see how users navigate their platforms, how long they engage and what actions they take. By collecting Google Analytics data from multiple sources and stitching it together using machine learning, GA4 helps you measure what matters—user engagement, acquisition channels and even predicted behavior. These insights feed into more strategic marketing efforts and improved customer experiences. 

GA4’s supports for the next generation of tracking 

Unlike Universal Analytics, GA4 was built to be future-ready. With rising privacy concerns and stricter regulations, GA4 offers enhanced measurement, better control over data collection and seamless integration with Google Tag Manager,Google Ads and the Google Marketing Platform.  

Its ability to track users across devices, measure interactions as events and support custom metrics makes it a powerful tool for businesses looking to scale their analytics setup. GA4 is not just a replacement—it’s a value proposition for the future of digital marketing. 

Before you migrate, it’s important to understand what sets GA4 apart from Universal Analytics. Here’s a quick comparison to help you see the difference: 

How is GA4 different from Universal Analytics? 

With GA4 replacing Universal Analytics, the shift is more than just cosmetic—it’s a whole new way of understanding your users. From the way data is collected to how reports are structured, GA4 introduces several key changes that reflect today’s digital behavior. 

Here’s a quick comparison between GA4 and Universal Analytics:  

Feature	Google Analytics 4 (GA4)	Universal Analytics
Tracking model	Event-based tracking for every interaction	Session-based tracking with pageviews as core
Platform coverage	Cross-platform tracking for both websites and mobile apps	Primarily web-focused
Predictive insights	Built-in machine learning for forecasts and user behavior	No predictive capabilities
Automatic tracking	Enhanced measurement tracks actions like scrolls, video plays	Manual setup required for most event tracking
Reporting flexibility	Customizable reports with deeper insights into user journeys	Predefined reports with limited customization

To get the most out of GA4, you need to understand its core—events. Here’s a quick breakdown of the types of events in GA4 and how you can use them. 

What are the types of events in GA4 and how do you use them? 

In GA4, everything revolves around events. Whether someone clicks a button, watches a video or scrolls a page, GA4 treats it as an event. Unlike Universal Analytics, which requires a complex setup for custom tracking, GA4 simplifies the process with flexible, event-based tracking. 

There are three main types of events in GA4: 

1. Automatic events 

GA4 automatically collects certain events without any additional setup. These help you start collecting data right away. 

• Let GA4 automatically track key actions like page_view, first_visit and session_start right from setup. 
• Enable enhanced measurement to auto-capture scrolls, outbound clicks, site searches and video engagement. 
• Use these built-in events to quickly gain insights without any custom setup. 

2. Recommended events 

These are events that Google suggests based on your industry or tracking goals. You need to implement them manually, but they follow standard naming for better reporting. 

• Implement recommended events like sign_up, add_to_cart, purchase, or generate_lead for key user actions. 
• Follow Google’s naming guidelines to ensure accurate tracking and clear reporting. 
• Link these events with Google Ads and Google Marketing Platform to optimize your marketing performance. 

3. Custom events 

When automatic or recommended events don’t meet your needs, you can create your own custom events. 

• Create custom events like newsletter_subscribe or quiz_completed to track actions unique to your business. 
• Set up these events to monitor specific user behaviors and marketing outcomes more effectively. 
• Combine custom events with tailored metrics and dimensions to generate insightful, personalized reports. 

Using the right mix of these events is crucial for maximizing GA4’s potential. From tracking basic page visits to measuring customer journeys across multiple devices, GA4 events give you deeper, smarter insights for better decision-making. 

Before you can start gaining insights with GA4, you need to get it up and running correctly on your site. 

How do you set up GA4 for your website? 

Setting up GA4 is the first step to collecting meaningful analytics data across your website and multiple platforms. Whether you’re migrating from Universal Analytics or starting fresh, the GA4 setup process is simple and powerful once you know the steps. 

Here are the simple steps:  

1. Create a new GA4 property 

Start by logging into your Google Analytics account and creating a new GA4 property. 

• Go to the Admin section and click on “Create Property.” 
• Enter your website details and industry category. 
• GA4 is now the default property type, so you’ll automatically get access to the new Google Analytics interface. 

2. Set up data streams for web 

After creating the property, you’ll need to add a web data stream to start collecting data. 

• Choose between Web and roid or iOS—select “Web” for websites. 
• Enter your website URL and name your stream. 
• Enable enhanced measurement to automatically track key user interactions like scrolls, video plays and site searches. 

3. Install the global site tag (gtag.js) 

Next, you need to connect your site to GA4 using the global site tag. 

• Copy the gtag.js code snippet provided in your data stream setup. 
• Paste it into the <head> section of every page on your website. 
• Or use Google Tag Manager if you prefer managing tags without editing code. 

4. Verify data collection and configure settings 

Once your tag is live, you should start seeing real-time data in GA4. 

• Check the real-time report to verify your website analytics is working. 
• Adjust settings like data retention, custom definitions and event configurations to suit your goals. 
• Grant editor access to your team for collaborative analysis. 

5. Easily set up GA4 on your Bluehost-hosted WordPress website 

If you’re using Bluehost WordPress, setting up GA4 is even easier. 

• Use Bluehost’s WordPress dashboard to access your site files quickly. 
• Many themes or plugins like Site Kit by Google let you connect GA4 without touching code. 
• Bluehost’s WordPress hosting is GA4 compatible, secure and beginner-friendly—ideal for seamless GA4 migration and integration. 

With just a few steps, you can start tracking users, gaining deeper insights and improving your marketing campaigns using the power of Google Analytics 4 GA4. 

Related read: How to Add Google Analytics to WordPress: Step-by-Step Guide 

GA4’s event-based tracking changes the way data is collected by focusing on individual user actions instead of sessions. Here’s how it works to give you deeper insights into user behavior. 

How does GA4’s event-based tracking model function? 

The switch to an event-based tracking model in Google Analytics 4 (GA4) is a game-changer. It lets you track every user interaction across your website data, mobile apps and multiple devices, offering a complete picture of how users engage with your content. Here’s how you can make the most of it: 

1. Replace sessions with flexible event tracking 

Move away from rigid session-based tracking and start using events to capture every action a user takes. 

• Track all touchpoints like page views, scrolls, outbound clicks and video plays as distinct GA4 events. 
• Focus on how users interact across devices to understand the entire customer journey. 
• Use this model to get deeper insights into user behavior, not just sessions. 

2. Use event parameters to unlock detailed insights 

Make your GA4 events more meaningful by attaching custom parameters to each interaction. 

• Define things like value, item ID or engagement time within events. 
• Leverage these parameters to create custom metrics in your Google Analytics reports. 
• Analyze user behavior with more context than ever before. 

3. Track real-time interactions across platforms 

Take advantage of GA4’s real-time capabilities to monitor user actions as they happen. 

• Use the reports snapshot to view live user engagement across web and app data streams. 
• Identify high-performing acquisition channels and optimize your marketing campaigns accordingly. 
• Spot drop-offs or spikes in traffic and adjust strategies instantly. 

Mastering GA4 basics and its event-based model will help you gain access to a smarter, more unified view of how customers interact with your brand. This helps you make better, faster decisions with your analytics data. 

Tracking what matters most is key to measuring success—let’s look at how GA4 helps you set goals and track meaningful conversions. 

How can you track conversions and set goals in GA4? 

With Google Analytics 4 (GA4), goal-setting and conversion tracking are more dynamic than ever. Instead of predefined goals like in Universal Analytics, GA4 lets you track any event as a conversion. This gives you greater flexibility to monitor what truly matters in your customer journey. 

Here’s how you can set goals while tracking conversions:  

1. Define your key conversion actions 

Identify the events that signal success for your business. 

• Focus on actions like purchases, form submissions or  newsletter sign-ups. 
• Use GA4 basics to choose the most relevant events for your goals. 
• Align these actions with your marketing strategies and overall objectives. 

2. Mark events as conversions in your GA4 setup 

Convert important user interactions into conversions with just a few clicks. 

• Go to the Google Analytics account > Admin > Events and toggle events to “mark as conversion.” 
• You can also create new conversion events manually for custom goals. 
• This helps track what users do after clicking through Google Ads or social campaigns. 

3. Monitor conversion paths and performance 

Use exploration reports and funnels to visualize the path users take before converting. 

• Analyze multi-touch interactions across multiple platforms using the data collected. 
• Identify bottlenecks and optimize steps in your conversion funnel. 
• Gain deeper insights into how users interact before completing a key action. 

GA4 reports give you a clearer picture of how users interact with your site or app across the entire customer journey. Understanding your audience starts with the right data—GA4 reports are designed to reveal how users engage with your site or app. 

How do GA4 reports help you understand your users? 

GA4 gives you access to a powerful suite of reports that help decode user behavior and improve your marketing performance. From real-time tracking to in-depth user analysis, GA4’s analytics platform is designed for insights that drive results. 

1. Access the reports snapshot and real-time data 

Get an instant overview of what’s happening on your site or app. 

• Use the reports snapshot for a quick glance at key metrics and user flow. 
• Dive into real-time reports to track users currently on your site across web data streams and mobile apps. 
• Spot trends, traffic sources and top events as they happen. 

2. Analyze acquisition, engagement and retention 

Understand where users come from, what they do and how long they stick around. 

• Check the acquisition channel to see which campaigns bring in the most users. 
• Measure user engagement through metrics like average engagement time and active users. 
• Track retention rates to see how well you’re holding user attention over time. 

3. Customize reports based on user behavior 

Build custom reports to focus on what matters most for your business. 

• Filter by events, traffic source, device type and more. 
• Segment users by customer behavior to get a comprehensive overview. 
• Use these insights to fine-tune your marketing efforts and boost ROI. 

Together, these tools make GA4 a powerful engine for understanding how users interact with your brand across all touchpoints—and help you make smarter, data-backed decisions. 

While GA4 offers powerful features, many users face hurdles during setup and everyday use that can impact data accuracy. 

What are some common challenges in GA4 and how can you overcome them? 

While Google Analytics 4 (GA4) brings advanced features, many users face hurdles during the GA4 migration and setup. Here’s how to handle them like a pro: 

1. Navigating the new interface effectively 

GA4’s redesigned layout and event-based model can be disorienting for those used to Universal Analytics. Finding familiar reports and settings takes some getting used to. Familiarize yourself with the new layout and explore the navigation. Here’s how to do it: 

• Use the search bar to quickly locate reports, settings and features. 
• Leverage the left-hand navigation to jump between reports snapshot, exploration reports and configuration tools. 
• Bookmark frequently used pages for quicker access during regular analysis. 

2. Troubleshooting missing or delayed data 

Users often worry when they don’t see data appear immediately or notice discrepancies in metrics. This is usually due to incorrect tag implementation or processing delays. 

Don’t panic if your analytics data seems off. Follow this: 

• Check your data stream configuration and make sure the global site tag (gtag.js) or Google Tag Manager is properly installed. 
• Ensure editor access is granted to the right Google account. 
• Be patient—data in GA4 can take up to 24 hours to fully populate. 

3. Addressing limitations in report customization 

GA4 has fewer pre-built reports than Universal Analytics and customization options can feel limited at first. This can hinder deep-dive analysis. Get creative with how you use custom metrics and exploration tools. Follow these steps: 

• Use custom reports to replicate the views you had in Universal Analytics. 
• Combine different dimensions and metrics to dig deeper into user behavior. 
• If something’s missing, try connecting GA4 with Google Data Studio for more flexible dashboards. 

To truly leverage the power of Google Analytics 4, it’s important to go beyond setup and dive into ongoing optimization. 

How can you get the most out of GA4 going forward? 

Once you’ve overcome the initial learning curve, GA4 becomes a powerful tool for long-term marketing performance and customer insights. Here’s how to keep growing with it: 

1. Stay updated with new GA4 features 

Google constantly rolls out updates—don’t miss them. 

• Subscribe to the Google Analytics platform newsletter or blog. 
• Join communities or forums to discover enhanced features from other GA4 users. 
• Enable beta features to stay ahead of the curve. 

2. Use GA4 for strategic marketing decisions 

Let data guide your next move. 

• Combine data from Google Ads, Google Search Console and GA4 for a holistic view. 
• Use insights from user journeys to improve marketing campaigns and retargeting. 
• Make content, design or  UX decisions based on actual customer behavior. 

3. Test continuously and refine your setup 

Your GA4 setup isn’t one-and-done—it evolves. 

• Regularly review which events and conversions you’re tracking. 
• Run A/B tests and monitor results directly through event-based tracking. 
• Adjust settings and collecting data methods as your site or app grows. 

To truly harness GA4, keep learning and adapting as the platform evolves. The more you explore, the sharper your insights become. 

Final thoughts 

The switch to GA4 is a leap toward smarter, more flexible tracking. While the learning curve might feel steep at first, the payoff is clear: deeper insights, better customer data and a full view of the entire customer journey across multiple devices and platforms.  

Whether you’re exploring GA4 basics or diving deep into custom reports, now is the perfect time to embrace the new Google Analytics platform. And if you’re starting fresh, Bluehost makes it easy. With reliable hosting, built-in security and full compatibility with GA4, Bluehost ensures your setup is smooth and stress-free. 

Launch your website with Bluehost today and simplify your GA4 journey from day one. 

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