Google Analytics 4 (GA4) comes with almost everything you need to see how many people visit your website, where they come from, and what pages they visit.

Key use cases

  • Track results of specific campaigns using the UTM tags.
  • Measure conversions on important pages such as form completions or transactions.
  • Use the Explorations tool to uncover trends and patterns in user behavior.

Highlighted feature: Explorations

The Explorations tool is like your own research lab for web analytics.

It allows you to create custom reports that go beyond the information provided by GA4’s standard reports. So if there’s a question bugging you and standard reports don’t cut it, you will likely find your answer in Explorations.

You can then share your reports with other people or export them.

Here’s an example of a funnel report. Google has revamped funnels in its GA4. It tracks everything as events now, so most of the time, you won’t need to create custom events to create funnels.

What’s more, you can create open funnels (the user can enter at any point) and closed funnels (the user can only enter in the first step). Closed funnels are the default option, but you can change it to track non-linear user paths.

Funnels feature in GA4.



There’s also a premium, paid version as part of the Google Marketing Platform (basically, a solution for enterprises).