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Speakerdeck.com/nathanless
Linkedin.com/in/moorejonathan
@nathanless
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Many of us are forced
to use GA4
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You’re not alone
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Today we will unlock
GA4
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A quick comparison
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Universal
Analytics
was shit
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UA was
session
centric
User
Session
Pageview Pageview
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Pageview
Event
Ecommerce
Social
There
were
multiple
hit types
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Events
were
constrained
Category
Action
Label
Value
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GA4
reports
focus
on users
User
Event Event
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Flexibility wins
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Events and
Parameters
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Events
measure
actions
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Parameters
define
context
WHO
WHAT
WHERE
MEASURE
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Example:
Click
events
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WHO
WHAT
WHERE
click_text
first_user_source
page_location
MEASURE event_count
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Example:
View Item
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WHO
WHAT
WHERE
product_name
first_user_medium
page_location
MEASURE event_count, price
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Every
event has
a scope
User
Session
Event
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No content
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SCOPE IS WHY
NUMBERS DON'T
MATCH!
When acquisition reports don’t match
Explorations or Looker Studio, it’s usually a
scope mismatch.
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User
scoped
dimensions
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Session
dimensions
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Event
scoped
dimensions
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Parameters
are everywhere
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Event Sources and
Measurement
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Automatic
Enhanced
Recommended
Custom
Four
Types of
Event
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Key events = your objectives
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Search Product
Purchase
Home
Add to cart Checkout
Map user journeys before
choosing what to implement
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Then
prioritise
Now Next
Future Don't
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Work out
parameters
https://support.google.com/analytics/table/13594742
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Reuse
names
https://support.google.com/analytics/answer/14240153?hl=en
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User Interface
GTM
DataLayer
Gtag()
Common ways
to implement
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Screaming Frog is always helpful
https://www.screamingfrog.co.uk/seo-spider/user-guide/configuration/#custom-javascript
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As are LLMs
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Find table structure
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Explore what is available
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Analysing Data
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Standard
Reports are
rigid
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Explorations
unlock
flexibility
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Don’t forget
to register
parameters!
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Scope
shapes your
explorations
https://data.ga4spy.com/?search=landing%2520page
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event_name and
event_count
are your friends
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Build
depth
with rows
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API =
Time
Machine
https://developers.google.com/analytics/devguides/reporting/data/v1/rest/v1beta/DateRange
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API = 9
dimensions
https://developers.google.com/analytics/devguides/reporting/data/v1/rest/v1beta/Dimension?hl=en
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Play with
connectors
https://workspace.google.com/marketplace/app/ga4_reports_builder_for_google_analytics/589269949355
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Check out
API
wrappers
https://github.com/locomotive-agency/googlewrapper
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BigQuery = No Limits
https://support.google.com/analytics/answer/9823238?hl=en
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Choose your weapon wisely
Easier Harder
One-off
Regular
BigQuery
Pipelines
Standard
Reports
Explorations
Third-party
API
connectors
API
BigQuery
Queries
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Plan your Analytics journey
Standard
Reports
Explorations
Third Party
Integrations
API
BigQuery
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1. Map user journeys and parameters
2. Don’t tag everything
3. Register parameters
4. Review key events
5. Check scopes match
6. Lean into event_name + event_count
7. Use the API for historic data
8. Set up BigQuery link
What we have learnt
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Thank
You!