GA4 is different from the old Universal Analytics. Here's what you need to track and how to set it up.
Google Analytics 4 (GA4) replaced Universal Analytics in 2023, and many service business websites still haven't been set up properly on the new platform. If your analytics aren't configured correctly, you're making marketing decisions based on incomplete or inaccurate data.
The first thing to set up in GA4 is conversion tracking. Define your key conversion events: form submissions, phone number clicks, and email clicks. In GA4, you mark these as 'key events' (formerly conversions). Without this step, GA4 just shows you traffic data with no insight into which traffic actually generates enquiries.
Connect GA4 to Google Ads if you're running paid campaigns. This allows you to see exactly which keywords, ads, and campaigns drive conversions, not just clicks. The integration also enables you to create remarketing audiences based on website behaviour, which you can then target with specific ad campaigns.
Set up custom reports that show you the data you actually need. A simple dashboard showing sessions by source, conversion rate by landing page, and geographic distribution of your visitors is worth more than all the default reports combined. Review this dashboard weekly to spot trends and react to changes quickly.