What is GA4?

Google Analytics 4 (GA4), explained

Google's help center says standard Universal Analytics properties stopped processing new data on July 1, 2023, with Google Analytics 4 as the replacement. GA4 is built around events rather than pageviews: page views, scrolls, clicks, form submissions and purchases are all events, and you mark the ones that matter to your business as key events.

The metrics changed with it. GA4's engagement rate is the share of engaged sessions, meaning sessions that lasted longer than 10 seconds, had a key event, or had two or more page or screen views. Bounce rate still exists but is now simply the share of sessions that were not engaged. Traffic sources are grouped into default channels like Organic Search, Direct, Referral and Paid Search, based on referrers and UTM parameters.

For SEO, GA4 answers what Search Console can't: what people did after they arrived. Which landing pages lead to signups, which blog posts send readers to pricing, and how organic visitors compare with other channels. You can link Search Console to GA4 to see query data alongside behavior, within the limits of both tools.

Expect GA4 and Search Console numbers to differ. Consent choices, ad blockers, time zones and attribution rules all mean GA4 sessions from Google rarely match Search Console clicks. Use each for what it's good at, and track key events for signups, trials and purchases from day one, since data isn't collected retroactively.

Why it matters for founders

Traffic only matters if it turns into users. GA4, set up with a few key events, tells you which organic pages actually produce signups.

Example

You mark sign_up as a key event and build an exploration by landing page for Organic Search. Two comparison pages produce most organic signups, so you write more like them.

Common mistakes

• No key events configured, so conversions are invisible.
• Expecting GA4 sessions to equal Search Console clicks.
• Using untagged links for campaigns, which land in Direct or Referral.
• Setting it up months after launch and losing early data.