Google Analytics 4: 5 Steps to Setting Up a Counter on Your Website

Table of Contents:

• Understanding Google Analytics 4: Key Differences from Universal Analytics and Key Features
• A Step-by-Step Guide to Setting Up Google Analytics 4
• Integrating Google Analytics 4 with Your Website
• Effectively Using Reports in Google Analytics 4
• Key Metrics in User Lifecycle Reports
• Effectively Using the User Report Group
• How to Effectively Track Events and Conversions in Google Analytics 4
• Creating Custom Reports in Google Analytics 4
• Useful tips for beginners in Google Analytics 4
• How to deepen your knowledge in the field of web analytics
• Useful materials from Skillbox Media for marketers and entrepreneurs

Understanding Google Analytics 4: Key Differences from Universal Analytics and Main Features

To successfully set up analytics, you need to study the evolution of Google Analytics. In 2005, Google acquired Urchin Software Corp., which led to the release of the first version of Google Analytics in 2006. This tool quickly became popular among webmasters due to its simplicity and functionality. Google Analytics gradually evolved, adding new features and improving the user interface, making it an indispensable tool for web traffic analysis and website optimization. Understanding the history and key changes in Google Analytics will help you effectively use its capabilities to analyze data and improve online business results. Four years later, in 2012, the Universal Analytics (UA) platform was launched, significantly expanding data analysis capabilities. Within a year, all users were migrated to this new system. Key UA innovations included improved tracking features, more flexible reporting options, and the ability to integrate with other services, making data analysis more efficient and user-friendly. Universal Analytics provided the ability to collect data from multiple devices and platforms, enabling a more complete understanding of user behavior and optimization of marketing strategies.

• Cross-platform tracking, allowing you to analyze data from multiple devices;
• The ability to add custom metrics for more precise analytics customization;
• Flexible implementation code, which simplified the integration of the service into websites.

In Universal Analytics, data analysis was based on the concept of hits—interactions that could be classified into several categories. These categories included web page interactions, events, e-commerce transactions, and social interactions. This approach provided a detailed picture of user behavior on the site and helped evaluate the effectiveness of marketing strategies. Understanding these hit categories is important for content optimization and conversion improvement.

With the release of Google Analytics 4 in 2020, the system received significant updates. Now, every user interaction with the site is considered an event, eliminating the need to classify them into categories. This change allows for more flexible analysis of user behavior, improving understanding of their preferences and interactions with content. Google Analytics 4 also offers new tools for tracking and analyzing data, making it more effective for marketers and webmasters. The use of an event-driven approach opens up new opportunities for optimizing the user experience and increasing website conversions. Automatic recording of basic events in Google Analytics 4 (GA4) significantly simplifies the process of tracking user activity. For example, a click event is automatically recorded every time an external link is clicked. It is important to note that recommended and custom events require separate configuration to achieve maximum analytical effectiveness. In the future, we will take a closer look at the different types of events that can be tracked in GA4 to optimize data collection and improve the quality of analysis. Starting July 1, 2023, support for Universal Analytics will end, and all users will be automatically migrated to Google Analytics 4. In this article, we will take a detailed look at the features and benefits of Google Analytics 4, as well as the main changes that users can expect when switching to the new platform. GA4 offers improved analytics tools, more accurate data tracking, and new capabilities for analyzing user behavior. Upgrading to Google Analytics 4 will allow you to more effectively analyze and optimize your online resources.

Google Analytics 4 operates through three main components. First, data collection allows you to track user interactions with your website or app. Second, data analysis provides a deeper understanding of audience behavior and identifies key performance indicators. And third, data visualization helps present the collected information in a convenient and understandable format. These components work together to provide a comprehensive approach to analytics and allow businesses to optimize their strategies based on the data collected.

An account is a collection of resources owned by a single organization. It includes various elements, such as accounts, settings, and data access, allowing you to effectively manage information and interact with users. Having a single account simplifies control and security by providing centralized access to the necessary resources.

A resource is a specific online project that can contain multiple storefronts. An example of such a resource is Ozon, which includes a marketplace, a website for sellers, and two mobile applications. Each element of this resource serves to perform specific functions and improve the user experience.

A data feed is a collection of data associated with a specific storefront, such as a website. This may include information about visits, user interactions, and other metrics that help analyze the site's performance and optimize its operation. Managing the data feed allows companies to make informed decisions based on the collected information, improving the user experience and increasing conversions.

Each storefront receives a tracking code, also called a tag or counter. This code generates a data feed that records user actions on the site and sends them to an analytics system. This allows you to track important metrics, such as the number of site visitors over the past month or the total number of orders placed. Effective use of tracking code helps website owners analyze audience behavior and optimize their offerings to increase conversions.

For a thorough, professional-level understanding of analytics, we recommend taking courses from Skillbox. These courses will help you develop essential skills and gain practical knowledge in analytics, which will be an important step in your career. You will learn modern data analysis methods, master visualization tools, and learn how to make informed decisions based on the data you collect. The course offers a flexible learning schedule and access to up-to-date materials, making it an ideal choice for professionals looking to improve their analytics skills.

• "Marketing Analyst"
• "Web Analyst"
• "End-to-End Analytics"

Step-by-Step Guide to Setting Up Google Analytics 4

For successful analysis and collection of data about your audience, it is important to set up Google Analytics 4 correctly. In this article, we will cover all setup steps in detail, from creating an account to implementing the tracking code on your website. Setting up Google Analytics 4 will allow you to gain valuable insights into user behavior, which will help you optimize your content and improve engagement with your audience. Properly configured analytics tools will ensure accurate tracking of key metrics and help you make informed decisions for your business.

Creating a Google account is the first step to using Google Analytics. To do this, go to the official Google Analytics website and select "Create an account." You will be prompted to enter an account name. We recommend checking the box next to "Google products and services" to access advanced reporting features. This process will allow you to effectively track and analyze your website traffic data, which is an important aspect for improving its performance and SEO.

Filling in information about your resource is an important step in setting up Google Analytics 4. Specify data such as country, time zone Time zone, currency, and the name of your resource. It is also important to provide information about your company, including your industry, number of employees, and purposes for using Google Analytics 4. This will help optimize your data analysis and improve your understanding of user behavior on your website. Correctly completed data will provide more accurate reports and analytics, which in turn will help you make informed business decisions.

• General information: country, time zone, currency, and resource name (can be arbitrary).
• Company information: industry, number of employees, and purposes for using Google Analytics 4.

The first set of data is necessary for the correct display of reports, and the second - for statistical analysis. After that, go to the "Data Streams" section. It will open automatically if you are creating an account for the first time. Otherwise, you can find it through the "Admin" menu by selecting "Data Streams". This will allow you to manage and analyze your data with maximum efficiency.

To collect user behavior data on your website, enter its URL and choose a custom stream name. We recommend enabling enhanced statistics for more detailed analysis. If you're working with apps, you should integrate them with the Firebase SDK, following the instructions provided in GA4. This will provide a more complete picture of user interactions with your content and improve overall website performance.

Integrating Google Analytics 4 with your website

After creating the data stream, the tracking code will be automatically generated. This code must be integrated into your website or application for successful monitoring. To find out the data stream ID, select the created stream and click on the arrow. Integrating the tracking code will allow you to collect and analyze user behavior data, which will help optimize your resource and improve its effectiveness.

There are several effective methods for integrating the tag on your site. One of the most common methods is using HTML code, which can be inserted directly into the page code. You can also use JavaScript to dynamically load a tag based on user interaction. Equally popular is the use of content management systems (CMS) such as WordPress, which simplifies the process of adding tags through plugins or built-in functions. It is important to choose the most appropriate method depending on the structure and goals of your site to ensure optimal tag functionality and improve SEO rankings.

• Using Google Tag Manager. This is a universal method for any site, but it requires mastering GTM. You need to create a new GA4 tag, specify the ID, and configure it to activate on page load.
• Using a plugin. For sites on a CMS such as WordPress, go to the control panel, activate the GA Google Analytics plugin, then enter the ID in the settings and save the changes.
• Using a website builder. If your site is created on Tilda, Wix, or similar platforms, simply specify the ID in their settings. Instructions for integrating GA4 on Tilda can be found [here](https://tilda.cc/analytics/).
• Manually. For custom websites and any CMS, insert the tracking code into the code of each page. Detailed instructions are available in the GA4 section: "Installation Instructions" → "Install Manually."

After embedding the code on the site or application, you need to make sure that it works correctly. For this, we recommend using the "Real-Time Report" feature. Open the website in a new tab and check if your visit is recorded in the report. If the data is displayed correctly, this indicates successful code integration. Regularly checking the functionality of integrations will help avoid potential problems and ensure the stable operation of your resource.

Using Reports Effectively in Google Analytics 4

Google Analytics 4 (GA4) offers powerful tools for data analysis, including dashboards and reports. In this guide, we'll take a closer look at the key types of dashboards and their functionality. GA4 allows users to easily track and analyze audience behavior, which helps them make more effective, data-driven decisions. Using dashboards in GA4 helps you visualize important metrics and provides a deeper understanding of how users interact with your website or app.

Google Analytics 4 offers a variety of dashboards, such as the Report Summary and Real-Time Report. Each of these dashboards offers unique features for in-depth analysis of user data. Report Summary The Real-Time Report provides an overview of user behavior, including key metrics and trends, while the Real-Time Report provides up-to-date information on current website activity. These tools help you understand user engagement with content and optimize marketing strategies.

The Report Summary is the primary dashboard, containing key metrics that facilitate prompt management decision-making. It allows you to track important metrics for your website, making it an indispensable tool for digital marketers. Using this dashboard, you can effectively analyze data, optimize strategies, and improve the performance of your online resource.

Customizing a dashboard allows you to display reports on your dashboard that meet your needs. A dashboard typically presents key data such as performance indicators, sales statistics, and other important metrics that help you make informed decisions. Properly customizing this data allows you to optimize workflows and improve business efficiency.

• Number of users by day for a selected period (default: 28 days);
• Geographical distribution of users for the last 30 minutes;
• Hints about important events, such as a sharp increase or decrease in conversion;
• Revenue report;
• User engagement report;
• User retention report;
• Geographical breakdown of users by country.

Each dashboard element can be drilled down to the full report for a deeper analysis of the data. This will allow you to get more detailed information and identify key trends.

The real-time report offers up-to-date data on users currently on the site or who have visited it in the last 30 minutes. The information in this report is structured into different segments, which allows you to analyze current activity on the site in detail. This approach helps better understand user behavior and optimize content to increase engagement and conversion. Using the report data, you can identify the most interesting sections of the site and adapt marketing strategies to improve the user experience.

• Geography - the location of site visitors;
• First source - where users came from;
• Audience - user segmentation;
• Pages - the pages where users are located;
• Events - the actions performed by visitors.

In this report, segments can be customized by removing or adding elements for a more precise analysis. This flexibility allows you to tailor the report to specific requirements and improve the quality of the data obtained.

To explore the possibilities To explore dashboards and reports in Google Analytics 4 (GA4), you can use a demo account, which is available to all users. Detailed instructions on connecting to the demo account can be found in the official Google help. Using a demo account allows you to familiarize yourself with GA4 functionality and understand how to effectively analyze data and customize reports for your business.

Key Metrics in User Lifecycle Reports

Within the context of user lifecycle analysis, four key reports are distinguished. In this context, it is important to consider the most significant metrics contained in these reports, as well as the information they provide. These reports help you better understand user behavior, their interactions with the product, and identify areas for improvement. Optimizing these metrics can significantly improve the effectiveness of marketing strategies and enhance the user experience.

• 1. **Acquisition** - This report provides information on where users are coming from to your website. It is one of the most popular in this group and allows you to analyze how much traffic and leads are generated by different channels. Evaluating the number of visitors and their conversions helps marketers make informed decisions about next steps.
• 2. **Engagement** - This report shows which pages users are visiting and how they interact with the content. It is especially useful for product managers looking to improve the user experience. This section also contains reports on events and conversions, which we will cover later.
• 3. **Monetization** - This report displays data on revenue generated from purchases, subscriptions, and orders on the site. It is important to note that revenue data may not be reported to Google Analytics 4, which may result in the report not working correctly. With proper data transfer settings, marketers can track the number of customers, average order value, and conversion rate.
• 4. **Retention** – This report shows how users interact with the site after their first visit. It is critical for product managers. For example, if a report shows that users return to the site for a week and then stop visiting, this could be a signal to develop strategies to increase engagement.

Effective Use of the "User" Report Group

The "User" group offers two main reports that facilitate in-depth analysis of your target audience. These reports provide valuable insights into user behavior and preferences, which is key to optimizing marketing strategies and improving the effectiveness of customer engagement.

The "Demographics" report offers valuable data about your visitors, including their age, location, language, gender, and interests. This information is essential for a detailed analysis of target audience segments. For example, if you want to understand how men and women behave on your website, or determine whether more users come from Moscow or Saratov, the information in this report will allow you to quickly and accurately draw conclusions, significantly outperforming traditional methods such as surveys. Use demographic data to optimize content and improve the effectiveness of your marketing strategies.

The second report, dedicated to technology, analyzes users based on device, browser, operating system, and other key parameters. This data allows you to compare the behavior of different user groups and optimize their interactions with your resource. For example, you can determine how much time Android and iOS users spend on your website, which can help you make informed decisions about further app development for these platforms. If mobile users quickly abandon your site, this may indicate the need to improve the mobile version to increase retention and user satisfaction. Optimizing user interactions helps increase conversions and, accordingly, the growth of your business.

To achieve the best results in SEO optimization and improve the visibility of your content in search engines, it is important to pay attention to keywords and text structure. Use relevant keywords that match the topic of your content. This will help attract your target audience and improve search engine rankings.

Be sure to include internal and external links to create connections to other resources and improve user engagement with your content. Regularly updating information and adding new data also helps increase the authority of your site.

Use headings and subheadings to improve the readability of the text; this will help users find the information they need more easily. Don't forget about meta tags and descriptions, as they play an important role in SEO.

Read also:

An analyst turned marketing master: how I found my calling in the world of data. Analytics plays a key role in modern business, and as someone who loves working with spreadsheets and numbers, I realized that marketing is where I can put my skills to the best use. Diving into data analysis has given me the opportunity to identify trends, optimize strategies, and improve the effectiveness of advertising campaigns. My passion for analytics has become the foundation for creating successful marketing solutions, and I can confidently say that the combination of these two fields has opened new horizons for me.

How to Effectively Track Events and Conversions in Google Analytics 4

Google Analytics 4 (GA4) is an effective tool for in-depth analysis of user behavior on your website. A key element of its functionality are the events recorded as users interact with your resource. These events can include various actions, from simply opening a page to making a purchase. GA4 allows you to not only track these actions but also analyze them, which helps optimize the user experience and increase conversions on your website. Using GA4 provides valuable insights into how users interact with your content, which in turn helps you make informed decisions to improve your online resource. There are four key event types you can track to improve your analysis and optimization of your data. These events include user interactions, transactions, conversions, and on-site actions. Tracking each of these event types provides a more complete understanding of user behavior and helps you make decisions to improve the effectiveness of marketing strategies and enhance the user experience. Proper use of event analytics contributes to a deeper understanding of your target audience and their preferences, which in turn helps you develop more targeted and effective advertising campaigns. Automatically recorded events. These events are recorded by the system without the need for manual configuration. These include first visits, clicks, scrolling more than 90% of the page, and others.

Each event has its own unique name, such as session_start or first_open. If you are unsure of the meaning of an event name, you can refer to the Google help center for more information. A full list of events related to your site can be found in Configuration → Events. Using this data, you can better analyze user interactions with your website and optimize its performance.

The Real-Time and Events reports provide information on ongoing events, allowing you to analyze the number of user actions and their demographics. These reports help you gain a deeper understanding of audience behavior, which helps optimize content and improve the user experience. Use the data in these reports to identify trends and make informed decisions to improve your strategy.

Conversions in GA4 serve the same function as goals in Universal Analytics and represent important actions that should be tracked. Examples of conversions include order placements, user registrations on a website, and phone calls initiated from a web resource. Effectively tracking these conversions allows you to analyze user behavior and optimize marketing strategies to improve business performance.

Setting up conversions in Google Analytics 4 plays a key role in analyzing the performance of your business. Without properly configured conversions, you risk getting lost in the abundance of events, which can hinder making important business decisions. Setting clear conversions allows you to more accurately track user actions and their impact on your goals, which in turn helps optimize marketing strategies and improve overall performance.

Each event can be optimized for conversions and will be displayed in a dedicated Conversions report. This report allows you to analyze the actions users performed and at what times. The resulting data can be integrated with other reports, providing in-depth analysis of the demographic characteristics of users involved in conversions. This helps you better understand your target audience's behavior and improve your marketing strategy.

The standard "Conversions" report displays information about the number of events and the users who initiated them. By clicking on a specific event, you can analyze the traffic sources that drive conversions. This analysis will help you better understand which channels lead to successful user actions and optimize your marketing strategies for greater effectiveness.

To mark an event as a conversion, you can use an existing event or create a new one. To do this, go to the "Configuration" section and select "Events." Find the desired event and toggle the "Mark as conversion" toggle. This will allow you to better track the results of your marketing efforts and analyze the effectiveness of your campaigns.

To track non-standard conversions, you can create them yourself. To do this, go to the appropriate section, click the "Create Event" button, select an existing event and set the necessary conditions. Then mark it as a conversion. This will allow you to more accurately analyze the effectiveness of your marketing campaigns and optimize business processes.

Creating new events involves the use of program code. For detailed information on setting up and implementing events, we recommend referring to the official Google documentation. This will help you properly set up and integrate events into your project.

Creating Custom Reports in Google Analytics 4

If the standard Google Analytics 4 reports do not meet your requirements, you can use the custom report creation feature in the "Research" tab. This tool is similar to custom reports from Universal Analytics and provides the ability to combine different methods, segments, and metrics to obtain the data you need. With customized reports, you can more accurately analyze user behavior and the effectiveness of your marketing strategies, helping you make informed decisions based on data analysis.

The "Research" feature allows you to conduct a detailed analysis of user behavior. For example, you can find out how many women over 18 who installed an app after clicking on an ad on VKontakte registered on the site and made a purchase within three days of registration. You can also determine how much time passes from the moment users land on the site from Yandex.Direct and download the instructions until they submit an application. This analysis helps optimize advertising campaigns and improve conversions, which in turn leads to increased sales and improved marketing effectiveness.

To get answers to important questions, you can use ready-made templates or create a report from scratch. Templates simplify sales funnel research, user journey analysis, audience segment comparison, and user value determination. To use a template, select the appropriate option in the "Research" section and adapt it to your specific needs. This will allow you to analyze data more effectively and make informed decisions to improve business processes.

Creating a report from scratch requires careful consideration of several important aspects. First, define the purpose of the report and its target audience. This will help you focus on what information to include and how to present it. Second, collect and analyze the data that will form the basis of your report. Use reliable sources of information and ensure their relevance and reliability. Third, structure the report, dividing it into logical sections, such as the introduction, key findings, conclusions, and recommendations. Don't forget the formatting: clear headings, graphs, and tables will help make the material more understandable. It is also important to thoroughly proofread the text for errors and typos before publishing. By following these recommendations, you can create a high-quality and informative report.

• research methodology;
• dimensions - attribution models, traffic sources, events, and links;
• data segments: events, sessions, or users;
• key metrics - revenue, conversion, bounce rate, and others.

Keep the default number of rows in the report and visualization settings. This allows you to focus on data analysis and saves time by eliminating the need to adjust parameters. Effective use of standard settings helps you quickly get the results you need and simplifies the process of working with reports.

All reports, whether created from templates or developed from scratch, are automatically saved in the "Research" section. You can return to them at any time for further analysis and editing. Deleting unnecessary reports is also easy, allowing you to keep your data organized and up-to-date.

Helpful Tips for Google Analytics 4 Newbies

• Define your goals: Before diving into Google Analytics 4, consider what data you need. If Yandex.Metrica's functionality is sufficient for your needs, there may be no point in learning GA4.
• Feel free to experiment with the GA4 interface. It may seem complicated at first, especially for users migrating from Universal Analytics, but with practice you will quickly get the hang of it.
• Set up important events and conversions: such as purchases, returns, and form submissions. These key metrics are essential for conducting quality analytics and gaining valuable insights into user behavior.
• Explore the Exploration section: it allows you to create a variety of reports that can satisfy even the most complex queries. Often, in-depth analysis is possible using this tool alone, without the need for additional visualization systems such as Google Data Studio.

How to Deepen Your Knowledge of Web Analytics

Web analytics is a critical discipline that enables businesses to make informed decisions by analyzing user behavior online. Experts in this field, known as web analysts, play a key role in collecting, measuring, and interpreting data. Becoming a web analyst requires knowledge of various tools, such as Google Analytics 4 and Yandex.Metrica, which help track the performance of web resources and understand user needs. Web analytics not only improves user experience but also optimizes marketing strategies, ultimately leading to higher conversions and business growth.

• Web analysts work with Google Analytics 4, Yandex.Metrica, and Google Tag Manager, providing in-depth analysis of user behavior. Skillbox Media offers an article on the web analyst profession, which also provides information on salaries and responsibilities.
• Yandex.Metrica is a powerful tool similar to Google Analytics 4, offering a variety of reports and features for studying user behavior. Check out our guide to learn how to get started with this service.
• Using data from Google Analytics 4, you can implement end-to-end analytics—a method that allows you to combine data from multiple systems for in-depth analysis. This helps track the user's journey from their first visit to their completed purchase, as well as evaluate the company's profits.
• To reach an advanced level in analytics, we recommend enrolling in the Skillbox courses "Marketing Analyst Profession" and "Web Analyst Profession". These courses will help you learn how to read reports, automate processes in GA4 and other analytical tools, and make decisions based on the collected data.

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