What is Google Analytics 4? How to Conduct Reporting in GA4?

The reporting interface is very distinct in Google Analytics 4 compared to universal analytics, so knowing where to look for your data is crucial. GA 4 enables lesser predefined reports and a more remarkable ability to create your accounts based on your particular requirements. 



Google has introduced the most notable change to Google Analytics ever: Google analytics 4. 

The digital marketing world has responded with excitement and caution after the announcement of GA4 and the discontinuation of Universal analytics. 

Conventional Google Analytics to Google Analytics 4

There is a lot to learn with significant updates, and it’s normal to wonder how this can impact your job or business. While we have yet to get any indication that conventional GA will be going anywhere shortly, the latest attributes now default to Google Analytics 4. 

It is a big sign that learning Google analytics four is worth prioritizing. GA4 promises a lot of more intriguing latest features and updates than those found in UA; the reporting dashboard and reports have altered. 

GA 4 enables lesser predefined reports and a more remarkable ability to create your accounts based on your particular requirements. 

The reporting interface is very distinct in Google Analytics 4 compared to universal analytics, so knowing where to look for your data is crucial. GA4 breaks the reports into two main sections, Lifecycle and User analytics. 

What Has Changed in GA4?

Google Analytics 4 utilizes a distinct data structure and data collection logic primarily. The latest GA 4 analytics version is built around users and events instead of sessions, as we have been accustomed to. 

An event-based version processes each user interaction as a full-fledged event. This switch is necessary because, since the beginning, we depended on a session-based model which grouped user interactions within a given time frame. 

Shifting focus from sessions to events offers significant advantages to marketers, such as cross-platform analysis and an improved capacity for pathing research. 

By switching to an event-based model, Google Analytics 4 is more flexible and can predict user behavior well. 

Types of GA4 Reports 

Navigating the reports in Universal Analytics is generally through the reports menu pinned on the left-hand side. Google analytics four is done through the overview segment followed by one click into a particular report gimmick. Once you get accustomed to the new navigation type, it will make GA4 a lot easier.

User Reports

The user reports in Universal Analytics tell us about the traits of website visitors, where they are located currently, what devices they operate, and their demographics. If you find such data in GA 4 analytics, you will find it in different locations. 

Acquisition Reports 

As digital marketers, we spend so much time in digital marketing reporting and analyzing traffic to a site. What channel and campaigns it brought from: this is how we report on performance.

What is First User Medium in Google Analytics 4?

The first user medium is mostly for campaign traffic and represents traffic mediums, such as email and CPC organic search to help people find the site. 

These new reports and analytics are handy for representing the effect of top-of-funnel activity that brings prospective customers onto your website to begin their initial browsing. 

Universal Analytics didn’t represent this data, as it was mapping site traffic or sessions; it would show users in totals but not how they visited the website for the first time. 

User touch point data in multi-channel funnels reports in Universal Analytics; the G4 Analytics first user acquisition reports are more potent and helpful in showing you the channels that make the user familiar with your website. 

Behavior Reports

The behavior reports in Universal Analytics permitted users to look at the site content to view what pages people are visiting. Google Analytics 4 combines website pages and app screens into one reporting and analytics area known as “Pages and Screens,” which can be seen in the Engagement section of GA4

You can also report on all page communication events in the engagement section to view what interactions people are having with your website to aid you in understanding your conversions and customer journey well.

Although, we can include a secondary dimension to user acquisition reports to swiftly see our top landing pages for a few visitors to the site.  

Conversion Reports

One of its most extraordinary features was tracing people’s practical actions on websites, like making a purchase or filling out a lead form. These exceptional actions are goals in Universal Analytics, and the same thing is known as conversions in Google Analytics 4.

The Universal Analytics data is the handiest when it is considered regarding channels, devices, and locations. These elements drive these goals; there is an overview segment where we can see our totals over time to assist us in spotting trends. 

Tracking goals in GA4 relies on events produced automatically by the GA 4 system. However, you can generate events and conversions that are particular to your website, such as destination URL instances earlier, or created particularly for non-standard page interactions using tools such as Google Tag manager. 

We can prepare the events as reports once these events get enrolled in Google analytics 4. However, the channels, campaigns, locations, and devices are the driving factors for conversions in Universal Analytics.

Using this data, we can focus more on the campaigns and keywords that drive the most conversions and diminish campaigns that are less important by consuming less time or money. 

Conversion metrics are seen in all Acquisition and User reports, and a conclusion of all conversions can be seen in the engagement inside conversions report. 

It was elementary to create a goal funnel report in Universal Analytics. It was explicitly handy for reporting on people moving through an ecommerce checkout. It could have been used to write more effectively on the tinier interactions across your website. 

However, the behavior flow registers attempted to display the pages people visited and dropped off as they moved through your website; it didn’t essentially link up with the goals you were recording. 

Although the Funnel or path exploration reports in GA4, it will display pages and paths to conversion that create events and page interactions into account. They are not just visits to a web page but what people do on those web pages.

It is worth establishing these reports to map your user and customer journey and touchpoints through your website and mobile app, but if you are beginning with Google analytics g4, leave these reports until you get to know the other information described above. 

Multi-Channel Funnel Reports

One of the latest versions of Universal Analytics was its ability to view the different touch points that lead to goal attainment or ecommerce transactions. 

This functionality is also accessible in Google Analytics 4 and can be seen in the Advertise Section of the left-hand menu. You can see your conversion paths which display the different channel journeys that move the conversion on your website. 

However, the reporting engine is widely different from Universal Analytics and GA4; much reporting functionality is obtainable in Google Analytics 4

It is just named slightly differently, or the navigation is through the overview segment rather than straightly through the left-hand navigation.  

Comparisons, Filters, and Segments

As you get to know about the reporting with GA4, there are times when you need to focus more on specific data points.

In Universal Analytics, add a filter at the property or a view level or a custom segment to put an interim filter over the data with the intention of comparison. 

It is also possible to strain traffic at the property level, though alternatives are limited compared to Universal Analytics. 

You can also use a current filter similar to the custom segment in Universal Analytics simply by pressing the comparison button at the top part of the report, then defining the conditions for the data you want to aim at. 

You require GA4 to get GA4 set up quickly to run simultaneously with UA, and now is an apt time to familiarize yourself with how reports work in Google Analytics 4.   

Categories of Analysis


GA4 exploration offers more control over the data visualization than was previously available in Universal Analytics. 

There are various configuration options within exploration to assist you in uncovering new insights and representing your data in a way that makes sense to customers and the team. 

Anomaly detection is one of the best features of Google Analytics 4 since it automatically flags any data points outside the desired outcome. 

Funnel Analysis

If you want to know how web visitors become one-time shoppers and then how do one time become repeat customers, then you can find it out in Google Analytics 4 funnel analysis report. 

You can visualize shoppers’ steps to finish an event and see how well they are doing or failing at each stage.      

Path Analysis

If you liked the behavior pattern of flow reports in UA, you would also love analysis hub pathing reports in Google Analysis 4.

Path analysis envisages the event stream, known as a tree graph. An event stream is a sequence of events users triggers along their path.

The path analysis technique aids marketers in unfolding looping behavior which may signal users getting stuck.

Segment Overlap

Segments can be utilized in both Universal Analytics and Google Analytics 4 features.

In GA4, details can be used as user events or sessions. Marketers can develop segments, including multiple conditions, and arrange those into a condition group.

Consider a segment as a specific group of our site users. For instance, a segment might be users from a particular day, those who visited a separate page, or users who took a specific job, such as purchasing from a particular product type.      

Cohort Analysis

A cohort is a group of users with common traits, such as a similar acquisition date, event, or conversion.

For instance, you can develop a cohort report to view how far it takes people to convert about a particular marketing technique.


The analytic tools are one of your most potent marketing arms. They assist you in building an understanding of web traffic and how users behave once they access your website.

A relatively simple fundamental is that your better analytics insights will lead to better marketing decisions. 

Google Analytics 4 is the analytics update that the digital market was awaiting. It offers marketers more flexibility and a means to forecast user behavior without messing with user privacy. GA4 is close to becoming the topmost preference for Marketers. Let me Know your Thoughts about Google Analytics 4 and Did you Find your Favorite Sweet Spot on this.



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