Measurement · Beginner

Google Analytics 4

Google Analytics 4 (GA4) is Google's free web analytics platform. It records visits, where they came from and what visitors do, so you can measure which channels, including search and AI assistants, bring leads and sales.

By Thryv StudioUpdated

Category
Measurement
Level
Beginner
Also called
GA4
Model
Events and parameters
Replaced
Universal Analytics, in July 2023
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What is GA4?

GA4 measures everything as events: page views, clicks, form submissions, purchases. Reports show traffic sources and channels, engagement, and conversions (called key events). It replaced Universal Analytics, which stopped collecting data in July 2023.

Useful setups for SEO and AEO

  1. Mark leads and purchases as key events.
  2. Create a channel group that separates AI assistants (chatgpt.com, perplexity.ai, gemini.google.com…) from other referrals.
  3. Link GA4 with Search Console to see queries alongside behavior.

Frequently asked questions

What is engagement rate?

The share of sessions that lasted longer than 10 seconds, had a key event, or viewed two or more pages. Bounce rate in GA4 is the opposite.

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