Google Analytics 4 – GA4: All You Need to Know 

By Millie Costanzo, Wagada

In October 2020, Google Analytics released the well-awaited update of Google Analytics 4 (GA4 for short). Google Analytics has played a pivotal role in helping businesses make essential business decisions that have now been further improved with the recent introduction of GA4. 

Although over the years there have been many similar tools, Google Analytics remains unrivalled and a true favourite for marketers across the world. A staple in any marketer’s arsenal that offers stability, reliability and holistic insight into our online data. 

However, the Google Analytics (Universal Analytics) that we’re so used to using day in, day out has now had a complete makeover and redefined App+Web reporting for the better. 

App+Web reporting now allows users to track both their data across their iOS or Android app as well as their website data too, although it’s not exclusive to those who have an app.  

The update has bought many new features, that stretch right from the user interface through to Big Query. In this guide, we will learn about GA4, the changes and walk through setting up GA4 to run alongside your Universal Analytics.


What is GA4? What is Google Analytics 4?

Google Analytics 4 is the fourth version of Google Analytics, combining both app and web data that uses a new measurement model called the ‘Event+Parameter’ model. Here are the previous versions of Google Analytics: 

  • GA1 aka the first version of Google Analytics is the classic Google Analytics 
  • GA2 aka the second version of Google Analytics is the first Universal Analytics 
  • GA3 aka the third version of Google Analytics is the second version of Universal Analytics. 


It is recommended that even if you do not have an app, you still use GA4 for your website and run both GA4 and GA3 in parallel. GA4 is only just taking its first steps and still has some wrinkles to iron out.


Step 1 >

Step 2 >

Step 3 >

Step 4 >

Step 5 >

Step 6 >


You then take the g-measurement code and create a new tag on Google Tag Manager, making sure that it is triggering across all pages and there you have it! Welcome to GA4. 


Here is a list of just some of the changes within GA4: 

  • Tracking IDs 
  • Measurement model 
  • Reporting interface 
  • Engagement metrics 
  • Automatic event tracking 
  • Cross-device and cross-platform tracking 
  • Debugging 
  • Big Query 
  • Advanced Analysis 


So, in conclusion, what are the key benefits of GA4? 

  1. Allows for more unified and accurate data analysis 
  2. GA4 focuses on the users’ journey and value 
  3. The user experience is much easier and friendly  
  4. Predictive analytics  
  5. GA4 provides greater visualisation with advanced analysis 


Gain greater insight and control over your app or site. Make better-informed decisions and understand your audience better.