Understanding Google Analytics 4 (GA4) and How It Can Benefit Your App or Website

Anna Zagrodska
9 May, 2023 14 min.
Unlocking the power of Google Analytics GA4

Google Analytics is a powerful tool for app developers and website owners, providing detailed insights into their audience and how they interact with their site or app. Recently, Google released a new version of Analytics called GA4, which includes several improvements over the previous version of the tool. In this blog post, we’ll take a closer look at GA4 and explore its benefits for website owners and app developers. You will learn the following:

  • How to setup Google Analytics 4 (GA4)
  • How to migrate Universal Analytics to GA4
  • What benefits Google Analytics (GA4) API offers
  • Best practices for GA4 implementation and use

Let’s get started!

Benefits of New Google Analytics for Businesses

In today’s rapidly evolving digital landscape, businesses must make data-driven decisions to stay ahead of the competition. For years, Google Analytics has been a staple tool for businesses to track website traffic and user behavior. Still, with the introduction of GA4, there are even more compelling reasons why businesses should consider using this advanced data analytics tool.

Event-based tracking model

GA4’s event-based data model is a standout feature that replaces the traditional session-based model. It’s built around events that capture user interactions, such as clicks, form submissions, and video plays, which are structured with parameters to provide additional context. 

GA4 offers a more accurate and comprehensive view of user behavior across platforms by focusing on events. It also allows businesses to set up and measure any custom event and track relevant parameters and user properties. This flexibility enables more targeted and relevant analysis of user behavior without irrelevant events and data.

Improved machine learning capabilities

GA4 includes machine learning capabilities that analyze your data and provide insights into your audience’s behavior. This new feature lets you understand user journeys within your site or app and make targeted improvements to increase conversions and engagement.

By leveraging machine learning, GA4 offers advanced predictive analytics capabilities, including insights that offer suggestions for improving their website or app, predictive audiences for targeting specific user behaviors or characteristics, and machine learning to identify patterns and trends in data. 

Predictive analytics offers many benefits, such as:

  • Automatically surfacing insights through ML algorithms that identify which users are likely to convert or churn
  • Detecting anomalies and alerting businesses to potential issues, helping to prevent fraud and data breaches
  • Enabling ML algorithms to recommend features, products, or services that are most likely to resonate with different customer segments allows businesses to tailor their marketing efforts for higher conversions. 

Finally, predictive analytics unlocks new insights into customer behavior by examining various signals, from clickstream data to purchase history, to help identify new opportunities and optimize marketing efforts.

By using these features, businesses can gain a deeper understanding of user behavior, improving their digital strategies and enhancing the user experience.

Cross-Platform Insights

GA4 offers Cross-Platform Insights as a crucial feature, which allows businesses to collect data from multiple platforms, including web and app data streams within the same property. This comprehensive data collection makes it easier for businesses to comprehend their users’ behavior across different platforms. 

This feature is powered by User ID, a unique identifier specific to the business. User ID can be set as a field in Google Analytics with the help of Firebase or Google Tag Manager (GTM) to pass the user property.

The Cross-Platform Insights Powered by User ID feature is revolutionary for measuring customer journeys. It empowers businesses to understand how users interact with their content across devices and platforms. Businesses can obtain a better view of what the user has done by using the user ID instead of the cookie.

This feature is especially valuable for businesses with frequent visitors or subscribers engaging with web and mobile content. It enables businesses to look at their users holistically, understand their interests and behavior, and make data-driven decisions to optimize their customer journey.

New Custom Reports

GA4 offers businesses a variety of customizable exploration reports that enable them to gain a deeper understanding of their users. These reports provide user demographics, interests, behaviors, and other valuable information. All Custom Reports can be tailored to suit the specific requirements of a business. By using these reports, businesses can make data-driven decisions based on a better understanding of their users.

One exciting addition is the Exploration section in GA4, an advanced version of Custom Reports that allows businesses to build custom reports using dimensions and metrics specific to their needs. This feature is particularly useful for businesses new to the GA4 data model and wanting to learn how everything works for their business.

One of the most compelling features of GA4 Exploration is the ability to create funnels with very specific conditions. Businesses can specify campaigns, pages, and behaviors and see how users interact with their websites. This feature is more advanced than the funnel options available in Universal Analytics and can provide businesses with a better understanding of the user journey.

GA4 Exploration also includes segment overlap reporting, which allows businesses to compare how different segments of users interact. For example, businesses can compare the behavior of new and returning users and see how many subscribers are in both segments. Visual reporting makes it easier for businesses to understand the data.

Improved user interface

GA4 has been redesigned to make finding the information you need easier. The new user interface is cleaner and more user-friendly, making navigating and finding what you need easier. The new design also includes new insights and reports to help you better understand your users and improve your website’s or app’s performance.

Future-proof, privacy-first technology

The previous version of Google Analytics relied on cookies to track user behavior. However, in today’s world, many users clear their cookies frequently or use extensions to block tracking. GA4 is designed to be future-proof, using a privacy-first approach to data collection and analysis that is not reliant on cookies. This means you can continue to track and analyze user behavior even as privacy regulations become stricter.

How to Setup Google Analytics GA4

Google Analytics GA4 is a powerful tool that can help businesses gain insights into their online presence. With the recent changes to privacy policies and the rise of mobile usage, Google has made significant changes to the platform to help businesses stay ahead of the curve. Here’s how to set up Google Analytics (GA4):

  • Set up a GA4 property: To create a GA4 property, sign in to your Google Analytics account and navigate to the admin section. Click on “Create Property” and select “GA4 property”. Fill in the required information, such as property name and time zone.
  • Install the GA4 tracking code: Once you have created a GA4 property, you must install the tracking code on your website or app. You can find the tracking code in the “Data Streams” section of your GA4 property. Copy the code and add it to the header section of your website or app.
  • Set up events and conversions: GA4 uses events to track user actions on your website or app, such as button clicks or form submissions. To set up events and conversions, navigate to the “Events” section of your GA4 property and click on “Create Event.” Fill in the required information, such as event name and category.
  • Explore your GA4 data: Once you have set up your GA4 property and tracking code, you can explore your data. GA4 offers a range of reports and analysis tools to help you understand user behavior on your website or app. You can access these reports by navigating to the “Reports” section of your GA4 property.

If you are new to GA4, how to set up Google Analytics can seem overwhelming. However, with the right guidance and tools, you can set up your account and collect valuable data to help improve your online business performance. 


Explore the benefits of data-driven advertising campaigns with the help of MixDigital agency. Let’s get started to win more customers online!

    Integrating Google Analytics 4 (GA4) with Other Tools

    Integrating Google Analytics (GA4) with other tools is crucial to getting the most out of your data. By combining GA4 with other tools, you can view your business and customers holistically. You can integrate the following tools with GA4:

    Google Ads

    With Google Ads integration, you can track your ad campaigns’ performance and optimize them for better ROI. You can also create audience segments and retarget them with personalized ads.

    Google Tag Manager

    Google Tag Manager allows you to manage and deploy tags without needing a developer. Integrating it with GA4 lets you track user interactions with your website and capture data.

    CRM tools

    By integrating your CRM tool with GA4, you can get a complete view of your customers’ behavior and identify patterns that lead to sales. You can also use this data to create personalized experiences for your customers.

    Heatmap and session recording tools

    By integrating heatmap and session recording tools with GA4, you can see how users interact with your website and identify areas for improvement.

    Marketing automation tools

    By integrating your marketing automation tool with GA4, you can track the effectiveness of your campaigns and optimize them for better performance.

    Integrating GA4 with other tools can help you get a more comprehensive view of your business and customers. It can also help you make data-driven decisions and improve your marketing and sales strategies.


    Do you need help setting up or integrating Google Analytics? Speak to our GA4 experts and let MixDigital set up your GA4 data in no time!


      How to Migrate Google Analytics to GA4

      Migrating from Universal Analytics (UA) to Google Analytics 4 (GA4) is critical for businesses looking to upgrade their data tracking and analysis. Follow these steps to migrate your website or app to GA4:

      • Creating a GA4 property and installing the GA4 tracking code are the first steps in the migration process. Once done, you will be ready to proceed.
      • Next, you need to enable data streams for your website or app. A data stream is data collection from a single source, such as a website or app. 
      • To enable data streams, go to your GA4 property settings and click “Data Streams.” From there, you can create a new data stream for your website or app and connect it to your GA4 property.
      • The next step in migrating Google Analytics to GA4 is to set up conversion tracking. To track conversions in GA4, you need to set up conversion tracking. This involves defining the goals and events you want to track, such as form submissions, button clicks, or page views. You can do this by going to your GA4 property settings and clicking “Conversions.”
      • After you have set up your GA4 property, tracking code, data streams, and conversion tracking, it is important to verify that your data is being collected and tracked accurately. You can do this by using the GA4 debug mode, which allows you to test your tracking implementation and view real-time data.
      • Finally, review your GA4 data regularly and optimize your tracking implementation to ensure that you collect and analyze the data most relevant to your business goals.

      Migrating to GA4 can be a complex process, but it is essential for businesses that want to stay ahead of the curve in data tracking and analysis. Get the help of MixDigital GA4 experts to ensure a smooth and successful transition to GA4.

      Migrating Google Analytics can be a challenge – that’s why MixDigital GA4 team is always ready to help. Speak to us about your data collection needs, and let’s set up data-driven campaigns together!


        What Are the Benefits of Google Analytics GA4 API?

        The Google Analytics GA4 API (Application Programming Interface) provides a way for businesses and developers to access and utilize the data collected in Google Analytics GA4

        Some standard tasks that can be performed using the GA4 API include retrieving analytics data, such as page views, user demographics, and conversion rates; creating and managing user properties and audiences; managing user consent settings for data collection; and setting up and managing data streams for mobile apps. Here are some benefits of using the GA4 API:

        • Customization: The GA4 API allows businesses to extract and use data tailored to their specific needs. This can help to gain deeper insights and make more informed decisions.
        • Automation: With the GA4 API, businesses can automate tasks such as report generation, data analysis, and more. This can save time and increase efficiency.
        • Integration: GA4 API can be integrated with other tools and platforms, such as CRM systems and marketing automation tools. This can help to create a more comprehensive and seamless workflow.
        • Real-time data: GA4 API provides real-time data, allowing businesses to adjust their strategy based on the latest insights immediately.
        • Scalability: The GA4 API can handle large amounts of data, making it suitable for businesses of all sizes. This can help to ensure that businesses have the data they need to make informed decisions as they grow and scale.

        To implement the Google Analytics GA4 API, follow these steps:

        1. Create a Google Analytics account and set up a property for your website or app in GA4.
        2. Enable the GA4 API in the Google Cloud Console.
        3. Generate a JSON key file and store it securely.
        4. Install the Google Analytics API client library for your programming language.
        5. Use the API client library to make API calls and retrieve data from Google Analytics GA4.

        By integrating the GA4 API with other tools and services, such as data visualization platforms or marketing automation tools, businesses can gain deeper insights into their website or app performance and optimize their digital marketing strategies accordingly.

        Speak to us to get quick help with Google Analytics GA4 API setup!


          Google Analytics (GA4) Best Practices

          Google Analytics is a powerful tool, but with the recent updates, it can take time to know where to start. This section will explore the best practices for Google Analytics (GA) and help you better understand your audience.

          Set up proper tracking

          To ensure accurate information in Google Analytics, tracking is the first step. Ensure that your Analytics tracking code is implemented correctly across all pages of your site or app and that it is not missing any relevant data. Also, check that goals and conversions are properly defined and tracked to understand audience behavior better and optimize your campaigns.

          Always test your tracking

          Testing your tracking is essential to maintain accuracy and confidence in your data. It helps ensure that the data you receive is reliable, mainly when you make changes to your website or application. Experiment and check the results to confirm that everything works as expected.

          Use data analysis to drive your decisions

          Google Analytics (GA4) is a great tool for understanding what your audience wants. It allows you to understand what they are searching for, how they interact with your website and apps, and how far they read your content.

          You can use this information to create the content they want and optimize your content to meet their needs better. You can also use the analytics data to optimize your site’s or app’s technical performance.

          Customize your GA4 dashboard

          A customized dashboard provides a quicker view of the things that matter most to you. You can customize your dashboard to show your website’s and app’s most critical metrics, such as visitor traffic, user interactions, and conversion rates. Customize it to fit your needs, create an Analytics reporting system that suits your workflow, and analyze the data as often as possible.

          Regularly review & analyze your data

          Google Analytics data is a living, breathing, accumulating entity, and as such, it needs to be reviewed on a constant basis. It is essential to be aware of the data trends over time, such as periods of low traffic or conversions or high bounce rates, and evaluate whether they are outside of the normal range or not. 

          Regularly reviewing your data will help you discover any trends requiring attention and provide insights to aid decision-making.

          Final Thoughts

          GA4 is a powerful tool for website owners and app developers, offering an improved user interface, streamlined event tracking, and better machine learning capabilities.

          Additionally, the new version of the tool is designed to be future-proof, allowing website and app owners to continue tracking user behavior even as privacy regulations become stricter.

          By taking the time to understand GA4 and how it can benefit your website and app, you can make targeted improvements to increase engagement, conversions, and more.

          Ready to boost your data-driven ad campaigns? Speak to us to unlock the secrets to Google Analytics!


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