What Is Google Analytics 4 (GA4) and How to Use It

If you've logged into Google Analytics lately and thought,

“What is this dashboard and where did everything go?”
You’re not alone.

Google Analytics 4 (GA4) is the newest version of Google’s web analytics platform—and it’s completely different from what most business owners are used to.

Let’s walk through what GA4 is, why it matters for your SEO, and how to start using it (without needing a degree in data science).

What Is Google Analytics 4?

GA4 is the latest version of Google Analytics, designed to give you a more complete picture of how people use your website or app.

Compared to the older Universal Analytics, GA4:

• Tracks users across devices and platforms
• Focuses on events instead of pageviews
• Offers more privacy compliance (like GDPR support)
• Provides smarter machine learning-based insights
• Future-proofs your data in a world without cookies

In plain English? It’s smarter, more flexible, and more focused on user behavior than just traffic numbers.

Why GA4 Is Important for SEO

While Google Analytics doesn’t directly impact your rankings, it helps you:

• See what content actually brings in traffic
• Understand how visitors behave once they land
• Track conversions like contact form submissions or calls
• Spot trends over time (what’s working, what’s not)

When paired with Google Search Console, it gives you a full view of your SEO performance—from search clicks to on-site engagement.

Key Terms You Need to Know

GA4 ditches the old terms and introduces new ones. Here’s a quick translator:

How to Set It Up

• Go to https://analytics.google.com
• Create a GA4 property if you don’t already have one
• Install the Google tag (Gtag.js) or use Google Tag Manager
• Connect it with your Google Search Console and Ads accounts if relevant
• Let it run—data will start coming in automatically

Pro tip: If you're using WordPress, plugins like Site Kit by Google or MonsterInsights make setup super easy.

How to Use GA4 as a Small Business

You don’t need to use every report in GA4. Just focus on these three:

1. Reports > Engagement > Pages and Screens

See which pages people are visiting most. Look for:

• Time spent on each page
• Views per page
• Which blog posts or service pages get the most love

This helps you see what content actually brings in traffic—and what might need improvement.

2. Reports > Acquisition > Traffic Acquisition

Find out where your visitors come from:

• Organic search
• Direct visits
• Social media
• Referral sites

You can filter by medium or campaign to track marketing results.

3. Events and Conversions

Events are everything from:

• Page views
• Button clicks
• Scrolls
• Video plays

Conversions are the events that actually matter for business:

• Contact form submissions
• Click-to-call buttons
• Booking confirmations

You can set up your own conversions or use GA4’s suggested events.

Common Mistakes to Avoid

• Not connecting GA4 to Google Search Console
• Forgetting to track key conversions
• Only looking at traffic instead of user engagement
• Ignoring mobile vs desktop behavior
• Not setting filters to exclude your own traffic

GA4 gives you more data—but also requires a more intentional setup.

TL;DR

• GA4 is Google’s newest analytics platform, replacing Universal Analytics
• It tracks how users behave on your site with more flexibility
• Focus on engagement, conversions, and source traffic—not just pageviews
• It’s powerful, free, and essential for understanding what’s working

Final Thoughts

GA4 isn’t just another dashboard—it’s how you track whether your website is actually doing its job. And yes, it can be overwhelming at first, but once you get your feet wet, it becomes one of your most valuable tools.

Want us to help interpret your analytics? Let us take a look—free of charge.