Google Analytics 4 guides
Practical Google Analytics 4 guides, from the first setup to tracking and reporting, written from the accounts we manage.
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- What Is Google Analytics 4 (GA4): The Complete Guide
What Google Analytics 4 is, how its event model differs from Universal Analytics, and the setup choices to get right early, like data retention.
Best practices
- GA4 for PPC & Lead Generation: Key Events and Enhanced Conversions
How GA4 key events become Google Ads conversions, generate_lead for lead capture, enhanced conversions, and GA4 audiences for remarketing explained.
Advanced techniques
- GA4 Data Collection & Privacy: Streams, Retention, and Consent Mode v2
How GA4 collects data and which privacy controls apply: data streams, retention settings, Consent Mode v2, Google Signals and server-side tagging.
Tracking
- GA4 Ecommerce Tracking: Events, Items Array, and Revenue Metrics
GA4 ecommerce tracking: the recommended events, the items array, required purchase parameters, revenue metrics, and Shopify or WooCommerce setup.
- GA4 Events and Parameters: Complete Implementation Reference
A complete guide to GA4 events and parameters: the four event categories, custom dimension registration, quotas, and how to create custom events.
Integrations
- GA4 Integrations & BigQuery Export
GA4 integrations: the BigQuery export, now free for standard properties, plus Google Ads, Looker Studio, Search Console, Measurement Protocol and imports.
Reporting & Analysis
- GA4 Key Events and Conversions: Attribution, Tracking & Setup (2026)
GA4 key events and conversions: why Google renamed conversions in March 2024, the attribution models left, lookback windows and the Google Ads link.
- GA4 Engaged Sessions, Engagement Rate & Bounce Rate
Exact definitions and formulas for GA4 engaged sessions, engagement rate, bounce rate, and user metrics, with a UA comparison table and setup guide.
- GA4 Reports and Explorations: The Complete Reference for Three Analysis Surfaces
GA4 Reports, Explorations and Audiences compared: the Exploration techniques, when sampling starts, the (other) row, segment scopes and why numbers differ.