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Introduction: How GA4 Actually Works

An overview of what and how GA4 tracks website visitors.

• How GA4 collects data and its accuracy (javascript/cookies, events, parameters, sessions)
• GA4 jargon: users, sessions, engagement, dimensions, metrics, etc.
• Navigating the UX: The two reports and two features you’ll use 80% of the time

Setup That Matters (and What to Ignore)

Let’s take a quick tour of the admin section and confirm that we’re tracking everything we can.

• The ONE most important setup check (key events / conversions)
• URL-based event creation (no code)
• Campaign tracking basics (UTMs that don’t break reports)
• Adding users and basic property hygiene
• Quick intro to Google Tag Manager (what it’s for, when you need it)
  

Content Performance & the 90/10 Reality

Some content drives huge performance. Other content? Not so much. Analytics will show you the difference.

• Identifying the top URLs that drive most traffic and conversions
• Which articles perform best by source (search, email, social)
• Engagement indicators that correlate with performance

Campaign & Conversion Analysis

Connect marketing activity to outcomes.

• Measuring traffic sources and campaigns beyond the click
• Landing page performance by traffic source
• Which email campaigns support lead generation goals

Next Level Analysis: GA4 Explorations (but just the useful stuff)

Some things can only be measured with explorations. For other things, a quick custom report will save time and expose insights quickly.

• GA4 Explorations vs. standard reports
• Custom tables for content and campaigns
• Path exploration to see what people do next (What do people click in the main navigation? What paths lead to conversion?)