Google Analytics 4 (GA4) for beginners

Introduction

Google Analytics is a wildly popular tool among marketers. More than 28 million websites, which is more than half of all websites, are already using Google Analytics today. The Netherlands is even in the top 5 countries worldwide that use Google Analytics, with almost 1 million users. And that will only grow as readers like you discover how valuable it is!

What is Google Analytics?

Google Analytics is a comprehensive and free analytics tool from Google that provides insight into how website visitors use your website. It monitors online traffic and collects data. And from all that valuable data, you can create reports that you can use when creating strategies, making decisions about optimizing your online marketing or adjusting your website or content. Because do your website and content meet the needs of visitors? Where do those visitors actually come from and do they generate sales or conversions?

What can you measure with Google Analytics?

In Google Analytics, you can measure up to 200 so-called metrics. The most important metrics at a glance:

• Achieved goals or transactions: are the goals you came up with for your website, such as so many conversions, being achieved? Which products convert well and from which channels do the most transactions come? And how many visitors put something in their cart but didn't buy it?
• Users (paid or organic): easily see how the number of visitors to your website evolves over time.
• New users: are you still being found by new visitors or do you have a regular, loyal customer base?
• Bounce rate: how many visitors viewed only one page and then left your website again?
• Average time on page: view this by page or for your website as a whole. How long did it take visitors to click further?
• Average number of pages per session: on average, how many pages does a visitor view before leaving your website again?
• Page views: which pages are best visited? Get to know your visitor!

GA4 successor to Universal Analytics

As of July 1, 2023, Universal Analytics has been replaced by the new version Google Analytics 4, or GA4. This has been working since 2020, but was still running alongside the old version. So from July 1, 2023, you can no longer use the old version and must work with GA4.

GA4 is smarter and more comprehensive than its predecessor and even more automated. The main improvement in GA4 is that it also includes data from apps, not just website behavior. This maps the complete customer journey. GA4 knows that it is the same customer on all those different devices and locations. To do this, GA4 works with artificial intelligence (AI). The powerful AI helps analyze and interpret the collected data and make predictions based on it. For example, what are the chances that someone from a certain target group will buy a product?

How can you create an account?

Creating a Google Analytics account is not difficult with the right explanation. To get started, you need a Google account. Don't have this yet? Then start with this first. Then go to the sign up page at analytics.google.com. Click on 'Sign up' or 'Sign up' and enter the required information such as the URL of your website. Don't forget to set the time zone and location to Netherlands when setting up Google Analytics. Just click 'Create account' and congratulations, you are now the proud owner of an account!

Setting up Google Analytics

Now that the first hurdle has been cleared, it's time for you to set up GA4. Explanations about this follow below. To actually measure data, first of all, you need to put a piece of Javascript in the CMS on every page of your website or app. In your Google Analytics account, go to "Manage" > "Tag Setup" > "Data Stream" or click "Get Tracking ID. Have your web builder put the generic site tag (gtag.js, from <script> to </script>) in your website or do it yourself. Just run the tag alongside the Universal Analytics tag if you already had it installed.

Do you want to get the most out of your data? Then it is advisable, but not necessary, that you start setting filters, goals, events and/or conversions in Google Analytics, for example. GA4 allows you to set even more goals. After about 1 or 2 days you will see the first data appear in your reports. Don't forget to link your Google Ads account!

Certifications

Does the above not sound so simple to you and would you like to take a training course first? In the Analytics Academy, you can take various courses to obtain a certificate. The certificate is not only useful for yourself and your company, but also looks good on your resume. It proves that you know everything Analytics marketers have to offer, increases your knowledge and the chances of successful campaigns. The course is available for free in the Google Skillshop.

Which Google Analytics course/training is best to take?

To take your readings to the next level, take the following courses:

• Google Analytics 4
• Setting your business goals
• Doing more with your Google Analytics data

After taking the above Dutch-language courses, you can take the English-language test to get your Google Analytics certificate. Don't pass it? Then you can try again one day later. You can then retry this every 24 hours and it remains free.

Want advanced knowledge? Then you could take the Google Analytics Individual Qualification program (IQ). After obtaining this certificate, you are no longer a beginner but may call yourself a Certified Professional.

Need help setting up GA4 so you always have good insight into the data of your online marketing campaigns? Feel free to contact us.