GA4 (Google Analytics 4) is Google's analytics platform based on events. Unlike Universal Analytics, it measures user interaction across devices without relying on sessions. Set up properly, it connects every action (form, WhatsApp, purchase) to the channel that drove it.
1. What GA4 is and how it differs
Google Analytics 4 is Google's current measurement model. Everything is an event: a page view, a click, a form submission. That makes it more flexible than the old Universal Analytics, which revolved around sessions and pageviews.
GA4 vs. Universal Analytics
| Aspect | Universal Analytics | GA4 |
|---|---|---|
| Model | Sessions and pages | Events and users |
| Cross-device | Limited | Native |
| Privacy | Cookies | Consent Mode + modeling |
2. Why it matters for your business
Without proper measurement you don't know which channel brings you customers, how much each lead costs or which campaign to turn off. A well-built GA4 is the difference between deciding with data and deciding on gut feeling.
3. How to set it up step by step
Create the property and data stream
Set the time zone, currency and the web stream for your domain.
Install the tag via GTM
Better with Google Tag Manager than hard-coded: more control and order.
Mark your conversions
Set the business events as key events: lead, WhatsApp, purchase, booking.
Link Google Ads and verify
So your campaigns learn from real conversions. Validate in DebugView.
4. Key events you should measure
- generate_lead: contact form submission
- click_whatsapp: click on the WhatsApp button
- purchase / booking: transaction or booking request
- scroll / engagement: quality of the visit
5. Common mistakes
- Leaving the default setup without marking your own conversions.
- Not implementing Consent Mode and losing data in Europe.
- Measuring everything and deciding nothing: no dashboard of 4–5 key metrics.
6. Implementation checklist
- GA4 property created with the right currency and time zone
- Tag installed via GTM and verified in DebugView
- Key events set as conversions
- Google Ads linked and Consent Mode v2 active
- A dashboard with the metrics you actually use
After fixing its measurement and funnel, Milenio PC went from a 0.27% to a 12.16% conversion rate. Measuring well also sells. Milenio PC case: 0.27% → 12.16% ↗
Frequently asked questions
Yes, the standard version is free. BigQuery may have a cost depending on data volume.
It isn't mandatory, but we recommend it: it gives you order, control and the foundation for server-side tagging.
UA stopped processing data; keep your historical exports and move forward with GA4.
Want your GA4 to measure the right things?
We audit your measurement and get it ready for data-driven decisions.
Request your data audit ↗