Marketing Analytics
Google Analytics 4 Basics for Marketers
By Kavin P · · 1 min read
These Google Analytics 4 basics for marketers will help you move from looking at numbers to making decisions.
The event model
GA4 records user actions as events: page views, clicks, scrolls, form submissions and more. Each event can carry extra details called parameters.
Mark conversions
Choose the events that matter, such as form submissions or purchases, and mark them as key events so you can see how many occur and from which sources.
Core reports
- Acquisition: where visitors come from
- Engagement: which pages and events they use
- Monetisation: purchases and revenue for shops
- Retention: how often people return
Ask business questions
Instead of browsing, ask: Which channel brings the most enquiries? Which page loses visitors? Which blog post leads to contact?
Tag your campaigns
Use UTM parameters so campaign traffic is labelled correctly.
Build a simple dashboard
Pick five numbers: users, sessions from search, key events, top landing pages and top sources. Review weekly.
Respect privacy
Load analytics only after consent where required and explain what you track in your privacy policy.
Connect Search Console
Link it to see search queries alongside behaviour. Read Google Search Console basics.
Need tracking set up? Contact me.
Frequently asked questions
What is the difference between GA4 and Universal Analytics?
GA4 uses an event-based model, while the older version was session-based.
What is a key event?
An important action, such as a form submission, that you mark to measure success.
Do I need consent for analytics?
Many regions require consent for analytics cookies, so check local rules and use a consent banner.
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