/ Marketing
What is Google Analytics 4?
GA4 is Google's current analytics platform (replacing Universal Analytics in 2023). Event-based tracking, cross-device support, more privacy-first — and more confusing than the old version.
/ 01
The short version
Everyone hates GA4 at first because it works differently to the old Universal Analytics. Once you accept it's a new tool, not an upgrade, it's actually more capable — especially for cross-device and app tracking.
/ 02
What's different from Universal Analytics
Event-based instead of session-based. No bounce rate (engagement rate instead). Cross-device tracking via user_id. Better privacy controls. Different report structure (Explorations, not Custom Reports).
/ 03
Setup essentials
- • Install via Google Tag Manager, not directly (easier long-term)
- • Enable Enhanced Measurement
- • Set up conversion events (purchase, contact form, quote request)
- • Link to Google Search Console and Google Ads
- • Configure data retention (default 2 months is too short — set to 14)
- • Set up UTM tracking for all campaigns
/ 04
Reports that actually matter
Acquisition → Traffic acquisition (which channels bring users). Engagement → Pages (which pages perform). Monetization (for ecommerce). Explorations for anything bespoke.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get your analytics setup right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
Is GA4 GDPR compliant?
With correct configuration (cookie consent, IP anonymisation, data retention limits), yes. Out of the box, not fully.
Should I use Plausible or Fathom instead?
For simple, privacy-first reporting yes. For deep marketing analytics, GA4 remains the tool.
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