Analytics
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GA4
Google Analytics 4: an event-based measurement model for sites and apps. Report logic is not a 1:1 copy of Universal Analytics.
Detailed explanation
Clicks, scrolls, and purchases are events with parameters. The old category/action/label hierarchy is gone. Conversions are events you mark as conversions.
Explore reports, standard collections, and ad-platform links are how you read it. Consent and cookie limits introduce modeling; do not expect UA numbers to match.
Event-name standards, ecommerce schema, and GTM triggers decide whether reports stay readable in three months.
Frequently asked questions
- Will GA4 match Universal Analytics numbers?
- No. Session definitions, engagement instead of bounce, cross-device, and modeling all shift the totals.
- Which events should be set up first?
- page_view, core engagement, lead/form, and purchase with value. Names must be consistent and documented.
Related terms
Internal links for the topic cluster — read these concepts together.
- GTMGoogle’s container for shipping tags without a code deploy every time. Analytics, pixels, and conversion events should live here under versioned releases.
- Event TrackingEvent Tracking is the process of recording specific actions users take on a website or app, such as button clicks, form submissions, or video views, individually and sending them to analytics tools.
- UTMUTM parameters are tags added to a URL so analytics can distinguish campaign traffic by source, medium, and content.
- SessionThe bundle of interactions a person has on a site within a time window—page views, clicks, events—usually ending after 30 minutes of inactivity. It is a core analytics unit for reading behaviour.
- Consent ModeA Google tags behavior layer that changes what tags do based on analytics and ads consent. When users decline, measurement may be modeled rather than fully cookied.
- Click TrackingRecording which link was pressed, where, and how often—ad clicks, email links, and on-site buttons are the same job at different doors. If the source is unknown, budget is blind.