Latest updates, guides, and insights about Google Analytics 4
Universal Analytics had four goal types; GA4 replaced all of them with Key Events. Here's how to translate each UA goal type into a GA4 event, the difference between Key Events and Conversions, and the mistakes that quietly break your conversion data.
A field-by-field reference mapping every common Universal Analytics metric and dimension to its GA4 equivalent — including the ones that were renamed, redefined, or removed entirely.
GA4 almost always reports fewer users and sessions than Universal Analytics did — and it's usually not a bug. Here are the five structural reasons why, what counts as a normal gap, and when the drop signals a real tracking problem.
GA4 redefined bounce rate and made engagement rate the metric that matters. Here's exactly how each is calculated, why your bounce rate looks nothing like it did in UA, and which one to actually report on.
Google began deleting Universal Analytics properties in July 2024. Here's how to check whether any of your historical UA data still survives, what you can recover, and how to preserve it before it's gone for good.
A practical 4-phase walkthrough for auditing a GA4 property — what to prep, where to look first, how to document findings, and how to prioritize fixes.
GA4's three reporting identity modes change how unique users are counted across devices. Here's how Blended, Observed, and Device-only differ — and how to pick.
In 2024 Google renamed GA4 'conversions' to 'key events' — but the new name hides a real split between what GA4 measures and what Google Ads bids on. Here's the model, the audit, and the 4 mistakes to fix.
Most GA4 internal traffic filters silently fail because the IP definition is missing, the filter is still in Testing mode, or the team is on a VPN. Here's how to set it up correctly and prove it's working.