Three years of data, none of it useful
A Kollam institute had GA4 installed for three years but never looked at it, because the reports only showed users and sessions.
No key events were set, so GA4 couldn’t tell which channel brought enquiries. Data retention was still at 2 months, so explorations couldn’t look back further.
We marked form submits and WhatsApp clicks as key events, tagged social links with UTMs and linked Google Ads. Within a month, GA4 showed that Instagram bio traffic brought more enquiries than the paid Display campaign they were funding.
Illustrative example based on a common pattern in Kerala e-commerce accounts. Numbers rounded.
What GA4 is
GA4 is event-based: a page view, a scroll, a click and a purchase are all events with parameters. Some are collected automatically (enhanced measurement); others you add with GTM.
Standard reports summarise data quickly; Explorations let you build custom tables and funnels. Key events (formerly “conversions”) are the events that matter to the business.
Users → sessions → events → key events (leads, purchases)
GA4 setup check
Check your GA4 property against these basics.
0 of 7 done (0%)
Big gaps. Start with the first unticked item; each one is a quick win.
Stuck on one? Join the community and post it for doubt-clearing.
Where to find what in GA4
| Question | Where to look |
|---|---|
| Where do visitors come from? | Reports → Acquisition → Traffic acquisition |
| Which pages bring leads? | Reports → Landing page, with key events |
| Which campaign worked? | Traffic acquisition → Session campaign |
| Custom analysis | Explore → Free form |
How experienced marketers use GA4
1. Compare channels on leads, not visits
Key events by channel show which sources bring enquiries.
2. Prove SEO and social value
Organic and social traffic with key events show results that ad dashboards miss.
3. Build remarketing audiences
GA4 audiences can be used in Google Ads when linked.
What good looks like
| Business type | Starting rule | Why |
|---|---|---|
| Data retention | 14 months | Default is 2 months; change it on day one. |
| Key events | 2–5 that matter | Too many dilute reporting. |
| Engagement rate | 50–70% typical | Varies by site and traffic source. |
When the number lies
- Consent and blockers
- GA4 doesn’t see every visitor. Use it for trends and comparisons; use your CRM for exact lead counts.
- (not set) and Unassigned
- Missing or non-standard UTMs leave traffic unlabelled.
- Thresholding
- Small numbers may be hidden for privacy in some reports.
Mistakes to avoid
Never marking key events
GA4 can’t show which channels bring leads.
Leaving retention at 2 months
Explorations can’t look back further than that.
Counting button clicks as leads
Inflated conversion data in GA4 and Google Ads.
Related terms
Questions people ask about GA4
What is GA4?
Google Analytics 4, Google’s current free analytics tool for websites and apps, based on events.
Is GA4 free?
Yes. A paid version (GA4 360) exists for large enterprises.
What are key events in GA4?
Events you mark as important to the business, such as form submits or purchases. They used to be called conversions.
How long does GA4 keep data?
Standard reports keep aggregated data, but detailed data for explorations is kept for 2 or 14 months depending on your setting.
Put it into practice
- SOP 009: Set Up Google Analytics 4 with Google Tag Manager →
- SOP 313: See Campaign and UTM Results in GA4 →
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