Understanding the next generation of analytics — and how to navigate it with confidence
For years, businesses and marketers relied on Google Universal Analytics to understand how visitors interacted with their websites – which pages they clicked, how long they stayed, and what actions led to conversions. Then, suddenly, the familiar dashboards changed. Metrics disappeared, terminology evolved, and the learning curve steepened. If you’ve found yourself wondering “What is GA4, and why does everything look different?”, you’re not alone.
GA4, short for Google Analytics 4, represents a major transformation in how Google tracks and reports user data. Instead of focusing solely on pageviews, it measures engagement more holistically, following user interactions across devices, platforms, and sessions. This change reflects how digital behavior has evolved — people don’t just browse websites anymore; they watch videos, use apps, and move fluidly between touchpoints.
In this guide, we’ll break down what GA4 is, how it differs from Universal Analytics, and why it matters for anyone managing a website, online store, or brand presence. With clear examples, step-by-step explanations, and supportive guidance inspired by the BloomHouse Marketing approach, you’ll leave with the confidence to read, interpret, and use your data effectively – even in this new digital landscape.
What Is GA4 in Google Analytics?
At its core, GA4 is Google’s latest analytics property, designed to give a more accurate, privacy-focused view of user behavior. Unlike Universal Analytics, which relied heavily on cookies and session data, GA4 uses event-based tracking that captures every user interaction – from button clicks to scrolls – as a unique event.
In simple terms: GA4 helps you see not just how many people visited your site, but what they did once they arrived. It bridges the gap between web and app analytics, enabling businesses to measure engagement across multiple platforms seamlessly.
Key highlights of GA4:
- Tracks user journeys across devices and apps.
- Focuses on privacy and compliance with evolving data regulations.
- Uses AI-driven insights for predictive reporting.
- Allows deeper customization for event-based tracking.
- Provides flexible data models that adapt to changing user behavior.
According to the BloomHouse Marketing guide, GA4’s purpose isn’t to complicate data but to modernize it – offering a clearer, more realistic picture of how people interact with digital content in an increasingly fragmented online world.
Key Differences Between Universal Analytics and GA4
| Feature | Universal Analytics | GA4 | Benefit |
| Measurement Model | Session-based | Event-based | Tracks every interaction, not just sessions |
| Cross-Platform Tracking | Limited | Unified (Web + App) | Better understanding of user journeys |
| Reporting Interface | Fixed metrics | Customizable | Greater flexibility for unique goals |
| Privacy Controls | Cookie-dependent | Privacy-centric | Supports a cookieless future |
| Predictive Insights | None | Built-in AI modeling | Anticipates trends and actions |
GA4 shifts focus from static metrics to dynamic storytelling – showing not just what happened but why it happened.
What Is GA4 Property?
A GA4 property is the central space in Google Analytics where all your tracking and data collection occur. If Universal Analytics properties acted like separate containers for each website, GA4 properties are more like unified ecosystems – connecting data from apps, sites, and even offline sources.
Understanding your GA4 property structure:
- Account level: Your overall Google Analytics access point.
- Property level: The container that stores web and app data.
- Data stream level: Individual sources feeding into your property (e.g., website, iOS app, Android app).
With GA4, you can create multiple data streams under a single property, helping you view holistic insights about your users rather than fragmented snapshots. This design also supports more advanced analysis and remarketing strategies by blending data in one unified view.
If you’re new to GA4 setup, BloomHouse Marketing recommends starting small – connect one data stream (your main website), ensure events are tracking correctly, and build from there.
What Is GA4 vs Universal Analytics?
The transition from Universal Analytics to GA4 is more than an interface update – it’s a fundamental shift in data philosophy. Universal Analytics focused on sessions and pageviews, while GA4 emphasizes events and user engagement.
Here’s how the two differ:
- Universal Analytics measured website activity in sessions (groups of interactions within a time frame).
- GA4 measures every interaction as an independent event, allowing richer insight into user intent.
- Universal tracked mostly website traffic; GA4 unifies website, app, and cross-device data.
- GA4 prioritizes privacy, relying less on cookies and offering advanced data controls.
Essentially, what GA4 vs Universal Analytics comes down to is adaptability. GA4 was built for the future – one where privacy laws tighten and users navigate multiple digital touchpoints daily.
What Is GA4 Tracking?
GA4 tracking refers to the way data is collected through customized “events” that record user actions. While Universal Analytics relied on pre-set categories like “pageviews” or “transactions,” GA4 lets you define your own events for specific behaviors.
Common GA4 events include:
- Page_view: When a page loads.
- Scroll: When a user scrolls through content.
- Click: When a button or link is clicked.
- Purchase: When a transaction completes.
- Video_start: When a user begins watching a video.
You can also create custom events that match your unique goals — for example, tracking when someone downloads a resource or completes a quiz.
Benefits of event-based tracking:
- Deeper insight into micro-interactions.
- Greater control over what data you measure.
- Easier alignment between marketing campaigns and user actions.
- Ability to analyze engagement beyond simple visits.
According to BloomHouse Marketing, GA4 tracking allows businesses to understand their audience’s intent – not just their clicks.
Examples of Default vs. Custom GA4 Events
| Event Type | Description | Example Use Case | Benefit |
| Default Event | Automatically tracked by GA4 | page_view, scroll, session_start | Easy setup and baseline insights |
| Recommended Event | Google-suggested, manually added | sign_up, login, purchase | Aligns with best practices |
| Custom Event | Fully personalized | form_submit, pdf_download | Measures unique business goals |
| Conversion Event | Tracked as key outcomes | add_to_cart, checkout_complete | Monitors ROI and success metrics |
By blending default and custom events, GA4 gives you a flexible foundation that grows with your marketing goals.
What Is a GA4 Data Model?
The GA4 data model is event-based, meaning every user interaction is recorded as an event rather than grouped into sessions. This modern structure gives analysts more precise and customizable data, ensuring every click, swipe, or view has measurable value.
How the GA4 data model enhances insights:
- Tracks events across both web and app platforms.
- Reduces reliance on cookies through machine learning.
- Captures richer user context (device, source, engagement time).
- Enables predictive metrics for future behavior.
According to Google’s documentation and the BloomHouse Marketing guide, GA4’s event-based approach reflects real human behavior – continuous, non-linear, and multi-device. It provides a storytelling framework where every interaction matters, not just the final conversion.
What Is GA4 Migration?
Migrating to GA4 can feel overwhelming, especially if you’ve used Universal Analytics for years. But understanding the GA4 migration process step by step makes it manageable.
Migration essentials:
- Create a new GA4 property in your Analytics account.
- Connect your website or app as a data stream.
- Set up event tracking (default and custom).
- Configure conversions and audiences.
- Run both GA4 and Universal Analytics in parallel until you’re confident.
Tips for a smoother migration:
- Export historical data from Universal before the July 2023 sunset.
- Use Google’s setup assistant to automate basic configurations.
- Document your custom events and goals for consistency.
- Review filters and integrations to ensure they still apply in GA4.
BloomHouse Marketing emphasizes patience during this transition – it’s not about perfection on day one but about gradual alignment with the new model.
What Is GA4 Setup
Setting up GA4 involves connecting your property, adding the tracking tag to your website or app, and configuring key events and reports. Though technical at first glance, the process becomes easier once you understand its purpose: creating a clear, accurate view of your audience.
Basic GA4 setup steps:
- Log into Google Analytics and click “Admin.”
- Under “Property,” select “+ Create Property” → choose GA4.
- Add your website URL and set up a data stream.
- Copy the tracking tag (G-tag) into your site’s header.
- Verify data collection and adjust event settings as needed.
Once live, GA4 begins tracking automatically. From there, you can customize dashboards, set conversion events, and link Google Ads for deeper insight.
Data Doesn’t Have to Be Daunting — It Can Be Empowering
Change is rarely easy, especially when familiar systems evolve into something entirely new. But with curiosity and support, navigating GA4 can feel empowering rather than intimidating. This new generation of analytics gives you more control, privacy, and predictive power – tools to understand your audience in ways Universal Analytics never could.
For step-by-step help setting up GA4, or for personalized analytics support, visit BloomHouse Marketing. Their data-driven marketing specialists make GA4 approachable, helping brands uncover insights that lead to growth – not confusion.
FAQs
1. How does GA4 differ from Universal Analytics in terms of data tracking and analysis?
GA4 uses an event-based model instead of session-based tracking, providing more flexible, detailed insights into user behavior. This approach captures every interaction – from clicks to scrolls – giving a clearer picture of engagement.
2. What steps are involved in setting up a GA4 property within Google Analytics?
You create a new GA4 property, connect your website or app as a data stream, and install the G-tag on your site. From there, configure your events, conversions, and reports based on your goals.
3. How does the GA4 data model enhance data collection compared to previous versions?
The GA4 data model records each user action as an individual event, allowing for cross-platform tracking and predictive insights. It’s more adaptable to evolving privacy laws and digital behaviors.
4. What are the key components of the GA4 migration process from Universal Analytics?
Migration includes creating a GA4 property, linking data streams, replicating important goals, and testing tracking accuracy. Running both versions simultaneously ensures a smooth transition.
5. How does GA4 tracking improve upon the event tracking capabilities of Universal Analytics?
GA4 simplifies event tracking by automatically capturing common actions and allowing custom event creation without code changes. This provides deeper insights into user engagement across every touchpoint.
