How to use Google Analytics 4: A complete guide - Search Engine Land

Google Analytics 4 (GA4) has now become the defacto analytics tool for millions of users across the globe.

Google has made several significant changes to GA4 since its initial release four years ago. If you’ve been procrastinating on growing your GA4 knowledge, now is the time to learn the ins and outs of the “new” analytics tool.

In this guide, we’ll walk through the basics of GA4 and how you can use it.

The Admin section

Let’s go through the nuts and bolts of GA4 before we dive into the dashboard and additional tools.

When you go into the Admin section, you may notice that there are just two columns instead of the three we’re used to in Universal Analytics.

The left-hand column contains the Account Settings, where you can share access, remove users, delete your account, etc.

The All Filters area lets you see your account’s filters aggregated. So, if you exclude any internal traffic, referrals, etc., all those filters will appear here.

You can’t actually create filters here. That needs to be done in additional sections.

There are a lot of sections in the middle column, so we are only going to focus on the ones you will likely use from the start.

Data Streams

Data Streams is where you will find the basic settings for your GA4 property.

You can find your GA4 measurement ID, tagging instructions, enhanced measurement settings, and more here.

Events is where you can create some events in GA4.

I say “some” because while GA4 may look like it can handle custom events, the truth...

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