How is GA4 different from Universal Analytics?

The biggest difference is the shift from session-based to event-based measurement. GA4 tracks every interaction as an event, providing more granular insight into user behavior with built-in cross-device tracking and machine learning capabilities.

What are the first things to do after setting up GA4?

First, extend data retention to 14 months. Then connect Google Ads and Search Console, set up internal traffic filtering, define your core conversion events, and enable BigQuery export.

How long does it take to see meaningful results from GA4?

Data starts flowing immediately, but actionable insights typically require 4-6 weeks of clean data collection. Full optimization benefits usually become apparent within 8-12 weeks.

Why does my GA4 show "Unassigned" traffic?

Unassigned traffic usually indicates attribution problems such as missing UTM parameters, incorrect channel grouping rules, or privacy restrictions. Audit campaign tagging consistency and referral exclusion settings first.

What events should I track in GA4?

Use the pyramid of intent approach. Track 3-5 business-critical events such as purchases or lead submissions, 5-8 intent indicators like pricing page views or cart additions, and 8-12 engagement signals such as downloads or video completions. Every event should inform a business decision.

What are UTM parameters and how do I use them in GA4?

UTM parameters are tags added to URLs for campaign tracking. For example, utm_source identifies the platform, utm_medium defines the channel type, and utm_campaign specifies the campaign name. Tag every external link consistently to avoid traffic misattribution.

Is GA4 GDPR compliant and how do I ensure privacy compliance?

GA4 includes GDPR-friendly features such as Consent Mode V2, configurable data retention, automatic IP anonymization, and data deletion controls. To stay compliant, properly configure Consent Mode, update your privacy policy, avoid sending personally identifiable information to GA4, and use hashed identifiers instead of personal data.