Why GA4 replaced Universal Analytics
Google's previous version, Universal Analytics, stopped processing new data for standard properties on July 1, 2023. GA4 became the default, built around events and designed to work across websites and apps.
How the event model works
Every interaction, like a page view, scroll, form submit or purchase, is recorded as an event with details attached. You mark the events that matter to your business as key events, which GA4 uses for conversion reporting.
What to set up first
Key events for your real goals, like leads, purchases and booked calls, plus correct cross-domain tracking, consent settings where required and a link to Google Ads if you advertise. Without these, reports look busy but don't answer business questions.
Why GA4 matters
Marketing decisions are only as good as the data behind them. A properly configured GA4 shows which channels and pages lead to customers, so budget goes where it works.
Counting the wrong thing
A service business counted every visit to its contact page as a conversion. Leads looked plentiful, but sales didn't follow. Switching the key event to completed form submissions and tracked calls showed which channels actually produced customers.
Common mistakes
Tracking everything, defining nothing
Hundreds of events with no clear key events make reports hard to use. Decide what success means first.
Missing consent configuration
In regions that require consent, tracking without it can create legal risk and data gaps. Configure consent settings properly.
Trusting it as the only source of truth
Ad blockers, consent choices and cross-device journeys mean GA4 undercounts. Compare it with your CRM and sales data.
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