GA4 vs Universal Analytics: What Changed?

Since July 2023, Universal Analytics (UA) permanently stopped collecting data. Google Analytics 4 is not just a new version — it is an entirely new platform with a different data model. The core difference: UA was built around sessions and page views, while GA4 is built around events. Every user action — a click, scroll, video view, or form submission — is an event.

  • UA: sessions → pageviews → goals

  • GA4: events → event parameters → conversions

  • GA4 natively supports websites and mobile apps in one property

  • Machine learning for data gaps (data thresholds, predictive metrics)

  • Improved privacy readiness (cookieless-ready architecture)

Step 1. Connect GA4 via Google Tag Manager

GTM is the recommended method — no need to touch site code for each new tag.

  • Create a GA4 property: analytics.google.com → Admin → Create Property

  • Copy the Measurement ID: starts with G-XXXXXXXXXX

  • In GTM: Tags → New → Google Analytics: GA4 Configuration

  • Paste the Measurement ID and set the trigger to "All Pages"

  • Publish the GTM container and verify in Preview mode

  • Check in GA4: Reports → Real-time — you should see 1 active user

If GTM is not yet installed — add the GTM snippet to your site's <head> and <body> before connecting GA4.

Step 2. Key GA4 Metrics

GA4 renamed some metrics and changed how others are calculated. Here is what matters:

  • Users: unique users. GA4 distinguishes Active Users (were active) from Total Users

  • Sessions: a session ends after 30 minutes of inactivity or at midnight

  • Engaged sessions: sessions lasting more than 10 seconds, or with 2+ page views, or with a conversion

  • Engagement rate: replaced Bounce Rate — it is the percentage of engaged sessions out of all sessions

  • Bounce rate: in GA4 = 1 − Engagement rate. Low bounce = good

  • Average engagement time: average active time on a page (not just time on site)

Step 3. Event Tracking

GA4 automatically tracks base events with no configuration needed:

  • page_view — page view

  • scroll — scrolled to 90% of the page

  • click — clicks on external links

  • session_start, first_visit, user_engagement

  • video_start/progress/complete — for embedded YouTube videos

  • file_download — file downloads

For custom events (form submissions, CTA button clicks, add-to-cart) — set up event tags in GTM with appropriate triggers.

Step 4. Conversion Setup

A conversion in GA4 is any marked event. To mark one:

  • GA4 → Admin → Events → find the event → toggle "Mark as conversion"

  • Or: Admin → Conversions → New conversion event → enter the event name

  • Typical conversions for a business site: form_submit, phone_click, purchase, sign_up

Once marked, conversions appear in the Conversions report and in Google Ads when accounts are linked.

Step 5. Audience Reports

GA4 → Reports → User offers several dimensions:

  • User attributes: country, city, language, gender, age (if permitted)

  • Tech details: browser, OS, device, screen resolution

  • Acquisition: traffic sources (organic, cpc, referral, direct, email)

In Explore → Funnel exploration you can build a conversion funnel and see exactly where visitors drop off.

Step 6. Real-Time Reports

GA4 → Reports → Real-time shows active users over the last 30 minutes:

  • Which pages are being viewed right now

  • Where traffic is coming from

  • Which events fired

  • Geographic location of active users

Real-time is useful for verifying tag setup immediately after publishing changes.

Step 7. Custom Dashboards in Looker Studio

GA4 has limited report customization. Looker Studio (formerly Google Data Studio) is a free tool for building polished dashboards:

  • Connect GA4 as a data source: Looker Studio → Add data source → Google Analytics

  • Select your GA4 property

  • Add charts: traffic trends, top pages, traffic sources, conversions

  • Schedule automatic weekly email delivery of the report

  • Share a dashboard link with your client or team

Free GA4 dashboard templates for Looker Studio are available in the Looker Studio Gallery.

Step 8. Link GA4 to Google Ads

To track ad performance and import conversions into Google Ads:

  • GA4 → Admin → Product links → Google Ads links → Link

  • Select your Google Ads account → Enable auto-tagging

  • GA4 conversions and remarketing audiences will appear in Google Ads

  • GA4 data will show post-click behavior (duration, pages visited, conversions)

Proper GA4 setup is the foundation for all data-driven marketing decisions. IT Master will help you connect analytics, configure conversions, and build reports aligned with your business goals.