Google Analytics 4 (GA4)

Why It Matters

GA4 is the only Google Analytics option since Universal Analytics sunset in July 2023. It provides essential data for SEO strategy: traffic sources, user behavior, conversion tracking, and page performance. Without proper GA4 setup, you're flying blind on SEO results.

How It Works

GA4 tracks user interactions as events rather than pageviews, providing more detailed behavior data. It uses machine learning to predict user actions, identify trends, and surface insights. The platform connects with Google Search Console to combine organic search data with user behavior analytics.

Use Cases

• An SEO team tracks organic landing pages, bounce rates, and conversions to measure campaign effectiveness
• A content marketer uses engagement rate and scroll depth to identify high-performing content formats
• An e-commerce site monitors product page performance and conversion paths from organic search

Best Practices

• Set up GA4 properly with enhanced measurement and recommended events
• Create custom events for key SEO actions: scroll depth, video plays, PDF downloads
• Link GA4 with Google Search Console for combined search and behavior data
• Set up conversion events to track organic traffic impact on business goals
• Use Exploration reports to analyze user paths from organic search to conversion
• Configure data retention settings and implement consent mode for privacy compliance