GA4 (Google Analytics 4)
GA4, in full Google Analytics 4, is Google’s free analytics tool that measures how visitors reach your website and what they do there, such as filling in a form or clicking your phone number.
- 3 min read
What is GA4?
GA4 is the fourth and current version of Google Analytics. Since July 2023 it has fully replaced the old version, Universal Analytics. Anyone who had not switched by then has not collected any new data since that moment.
The big difference from the old version is that GA4 measures everything as an event. A page view is an event, so is a click on a button, and so is submitting a form. You decide which events matter and mark them as a key event or Conversion.
GA4 shows you where visitors come from, such as Google, ads, social media or AI assistants, and what they do next. Read more about measuring in general at Analytics.
Why it matters for your business
Without measurement you do not know which channel brings in your enquiries. You may know that twelve quote requests came in this month, but not whether they came from Google Ads, your Business Profile or an AI answer. Then you are steering by gut feeling.
With GA4 set up properly, you see per channel how many visitors come and how many of them make an enquiry. That makes choices easier. Where do you put your budget? Which page brings in enquiries and which does not? Which ad only attracts lookers?
GA4 is also the basis for smarter advertising. If you pass conversions from GA4 or from your own tag on to Google Ads, the advertising system can learn which clicks lead to enquiries and focus on those more.
How GA4 works
On every page of your site there is a piece of code, usually placed via Google Tag Manager. That code sends events to GA4 with every visit. Some happen automatically, such as page views, scrolling and clicks on external links. Other events you set up yourself, such as a successful form or a click on your phone number.
In the reports you then see traffic per channel, per page and per device, and how many conversions come from it. You can also build explorations to dig deeper, for example which pages someone viewed before requesting a quote.
An example. Say a solar panel company has GA4 on its site, but only with the default settings. The reports show visitors and page views, but not a single conversion. The owner therefore does not know which channels work. After setup, three things are measured: a submitted quote form, a click on the phone number and a click on the WhatsApp button. Each of these is set as a key event in GA4.
After a month it turns out that the Business Profile brings in many phone calls, Google Ads mainly forms, and that a blog with lots of visitors brings in next to nothing. That gives direction for the next step.
Common mistakes
The most common mistake is installing GA4 without setting up conversions. Then you see visitors, but not what they deliver.
A second mistake is measuring at the wrong moments. A click on the submit button is not an enquiry, because the form can still show an error. Measure the form that was actually sent, for example via a thank-you page or a confirmation from the form itself.
Also often seen: double counting. The GA4 code is in both the theme and Tag Manager, so everything is counted twice. Your figures then look better than they are.
On top of that, your own traffic is often not excluded, and the default data retention has been left at two months. Set it to the maximum, so you can still compare later.
Finally, many businesses forget to sort out cookie consent properly. Without Consent Mode you miss visitors who do not give consent, or you measure without consent and run a risk.
How to approach it
First decide what counts as a result for you. For most trade businesses that is a submitted quote or contact form, a click on the phone number, a click on WhatsApp and sometimes a booked appointment.
Place GA4 via Google Tag Manager, set up those events and mark them as key events. Test everything with GA4’s debug view before you start steering by it.
Link GA4 to Google Ads and Google Search Console, so you see your ad and search data in one place. Handle cookie consent with Consent Mode.
Then look beyond the form. An enquiry is not yet a signed job. By connecting your CRM you can see which channels deliver real jobs. We set this up as part of conversion tracking and dashboards, down to the quote.
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
Is GA4 free?
Yes, GA4 is free to use. A paid version exists for very large organisations, but for a trade business the free version is more than enough. You only need a Google account.
What is the difference between GA4 and Universal Analytics?
Universal Analytics mainly measured sessions and page views, whereas GA4 measures everything as separate events. That makes GA4 more flexible, but you have to set up what matters yourself. Universal Analytics has not collected any data since July 2023.
Which conversions should a trade business measure in GA4?
At the very least, measure submitted quote and contact forms, clicks on your phone number and clicks on WhatsApp. If you use an online calendar, measure booked appointments too. That way you see which channels really deliver enquiries.
What is Google Ads and how does it work?
Google Ads explained: how the auction system works, which campaign types there are and how you decide what a click is allowed to…
Local SEO: get more from your local visibility
Local SEO makes sure customers near you find you on Google and Google Maps.
What is Leadinfo and what can you do with it?
Many businesses invest time and money in their website and campaigns, but have no idea who actually visits.
Ready for more enquiries?
Choose where your growth should come from. A specialist picks it up within one working day.
Marketingkennersonline · reply within one working day