GA4: The New Standard
Google Analytics 4 replaced Universal Analytics in 2023. GA4 uses an event-based data model, enabling more flexible tracking than the session-based UA. Every interaction — page views, clicks, scrolls, form submissions — is an event with associated properties.
Key Metrics That Matter
Organic search traffic shows how well your SEO is working. Engagement rate (sessions where users engaged for 10+ seconds) replaces the old bounce rate. Conversion rate measures how effectively your site achieves its goals. Average session duration indicates content quality.
Google Search Console
Search Console shows how your site appears in Google search — impressions, clicks, average position, and which queries drive traffic. The Coverage report shows indexing errors. The Core Web Vitals report shows performance issues affecting rankings.
Setting Up Conversion Tracking
Define what a conversion means for your site (contact form submission, tool usage, newsletter signup). Create GA4 conversion events for each. Segment conversion data by traffic source to understand which channels deliver quality visitors, not just volume.
