[For Beginners] Basic Usage of GA4| Easily Understandable Explanation of the Interface

January 17, 2024

[For Beginners] Basic Usage of GA4 (Google Analytics 4) | Easily Understandable Explanation of the Interface

This article provides an easily understandable explanation of the basic usage and interface of GA4. GA4 has many features, which may feel a bit complex for beginners. However, this article focuses on key points, making it easy for even beginners to start using GA4 effectively. Please refer to it.

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Popular Templates: GA4 Monthly Report Template popular for reports to clients and internal use

GA4 Monthly Report Template[4007]

Demo Report

Report detail

Popular Templates: GA4 Standard Report Template that simplifies daily number checks

GA4 Standard Report Template[4004]

Demo Report

Report detail

What is GA4 (Google Analytics 4)?

GA4 is the latest version of Google Analytics, developed as the successor to Universal Analytics (UA). This tool is used to collect data from websites and apps, analyze it, and understand business outcomes and user behavior.

In the next section, we explain four characteristic points of GA4. These are important foundational knowledge for understanding how to use GA4, so make sure to remember them.

Distinct Features & Differences from UA (Traditional Analytics)

User-Centered Analysis

In GA4, individual user data can be tracked. It enables detailed analysis at the user level, such as what actions users take on the site, which pages they access, and what events they trigger.

For example, in UA, the same user session would be counted as a new session when the date changed, resulting in two recorded sessions. However, GA4 has resolved this issue, accurately counting continuous sessions as a single session without interruption.

Cross-Device and Platform Analysis

GA4 can track user behavior across multiple devices. Even if a user searches for a product on a computer and purchases it on a smartphone, the data can be analytically integrated.

Furthermore, the newly added concept of "Data Streams" allows for integrated analysis of both web and app data, enabling a more comprehensive understanding of user behavior.

Event-Centered Data Model

While Universal Analytics focused on concepts like page views and sessions, GA4 centers around events. Tracking everything from user clicks to page displays and conversions as events is possible.

In UA, data was measured on a page-by-page basis, making it difficult to measure content without the concept of "pages," like apps or videos. However, with GA4’s shift to an event-centered measurement, these types of content can now be easily measured.

AI-Powered Machine Learning and BigQuery Integration

GA4 enables predictive analysis using machine learning, forecasting future data and user behavior based on past data and trends, supporting business decision-making.

Also, while integration with BigQuery was only available in the paid version of Google Analytics 360 in UA, it is now free in GA4 (charges apply when data storage and updates exceed a certain amount). This enables more advanced data utilization and analysis using various BI tools.

Setting Up GA4

This section briefly explains how to set up GA4.

Create a GA4 Property
Create a Data Stream
Set up GA4 measurement tags (using Google Tag Manager is recommended)
Configure Property and Data Stream settings
Set up Events and Conversions

Following these steps completes the basic setup of GA4. However, GA4 is a highly customizable and powerful tool, so tailoring settings to your business needs will enhance its effectiveness.

Understanding the GA4 Interface

Home Screen

The "Home" section of GA4 allows you to check the overall status of your website or app.

Here, you can view key metrics such as the total number of users and conversions, recent user activity in the last 30 minutes, and insights automatically detecting trends like session numbers by traffic sources, anomalies, and trends.

Reports

*In the admin panel, it's called "Reports," but it is also known as "Standard Reports" or "Basic Reports."

The "Reports" section of GA4 is suitable for regularly checking basic metrics. Various pre-prepared reports make it easy for beginners to check important metrics.

Report Snapshot: A report that allows you to overview the overall situation Real-Realtime: A report that shows user information in real-time for the last 30 minutes User: A report where you can check user attributes (region, gender, age, etc.) and device-specific information
Lifecycle: A report where you can check user traffic sources, site behavior, and, for e-commerce sites, sales data

For detailed usage of "Reports," see "[GA4]How to use Reports | Detailed explanation of how to customize them"

Explore

The "Explore" section of GA4 allows for advanced analysis using segments, with easy customization of items (dimensions and metrics). Use this feature for detailed data analysis.

Various analysis templates are provided to simplify analytical work.

Free form: The most commonly used report. You can freely set dimensions (rows) and metrics (columns) in table or chart format for analysis.
Funnel exploration: Allows you to perform funnel analysis with specific pages, next pages, and destination pages. It's useful to check if users are following the intended path and at which step they are dropping off.
Path exploration: Allows you to check which pages users visit from a specific starting page.
Segment overlap: Lets you check the degree of overlap between multiple segments you create.
User explorer: Allows you to check the timeline of individual users, from where they came and what actions they took on the site. Useful for analyzing high-value users.
Cohort exploration: Allows you to check if user groups, based on their first contact date, repeat visits or purchases later.
User Lifetime: In GA4, if you're measuring revenue, you can check the LTV of users. For example, you can set optimal marketing targets for each channel by checking the LTV by source/media.

For detailed usage of "Exploration Reports," see "[GA4]How to use Explore | with Recommended Template"

Advertising

The "Advertising" section of GA4 is a feature that allows easy attribution analysis. Despite being named "advertising," it enables attribution analysis across all channels, not just ads.

Attribution is a method of measuring the contribution of each channel to the final conversion (like a purchase or inquiry).

The success of a conversion should not be judged only by the last-clicked channel. There are strategies, like those to increase awareness, that may not directly lead to conversions. Therefore, evaluating all channels involved in leading to a conversion, including indirect effects, is important.

By conducting attribution analysis, you can identify channels that indirectly contribute to conversions, allowing for a more accurate understanding of each channel's performance.

Administration

In the "Admin" section of GA4, you can manage account settings and property settings. In GA4, setting up events and conversions is particularly important, so don't forget to configure these settings.

Key Metrics to View in GA4

This section explains the key metrics to view in GA4 and their meanings. First, it's important to note that in GA4, items are classified into two categories: "Dimensions" and "Metrics." "Dimensions" serve as the axes for analysis, while "Metrics" represent the associated numerical values. For example, prefectures and gender are "Dimensions," while the number of users and session counts are "Metrics."

Metrics

Active Users: The number of active users in GA4.
New Users: The number of users who visited the site for the first time. This is the count of the First_visit event.
Sessions: The number of visits to the website. For example, if a user visits the website twice, the session count is 2.
Conversions: The total number of goals set in GA4.
Pageviews: The number of times a page is viewed (corresponds to Page Views in UA). This includes repeated views of the same page.
Average Engagement Time: The average time a user spends on the site. Engagement Rate: Engagement is counted when any of the following criteria are met:

Stay of 10 seconds or more
Viewing 2 or more pages
A Conversion (CV) event occurs

Dimensions

Dimensions serve as axes for analysis, so use them as needed. However, I will introduce only the Default Channel Group, which is important and has changed from UA.

Default Channel Group

The "Default Channel Group" in GA4 is a categorization of user traffic sources according to rules set by Google.

The main categories of the Default Channel Group are as follows. Traffic from ads is correctly categorized by setting appropriate parameters, while natural search and SNS are automatically identified even without parameters.

Organic Search: Traffic from search engines.
Direct: Traffic from directly entering a specific website URL or accessing via bookmarks.
Paid Search: Traffic from paid search engine ads.
Referral: Traffic from links on other websites.
Email: Traffic from email campaigns.
Display: Traffic from banner ads and other display ads.

There are two types of Default Channel Groups: "Session's Default Channel Group" and "First User's Default Channel Group." Understand the following differences:

Session's Default Channel Group: The traffic source for each session
First User's Default Channel Group: The traffic source when a user first visits the site

How to View Standard Reports in GA4

Now, let's explain the basic usage of GA4 using various pre-prepared standard reports.

How to Check Views

Select "Reports" > "Engagement" > "Pages and Screens" from the left menu to see the page views for each page.

How to Check Sessions

Select "Reports" > "Acquisition" > "Traffic Acquisition" from the left menu to see the session counts for each Default Channel Group.

How to Check User Attributes

Select "Reports" > "User" > "Demographic details" from the left menu to see user attribute information.

The default dimension is "Country," but you can switch to the following dimensions by clicking the dropdown to the right of "Country":

Region
City
Language
Age
Gender
Interests

About "Unknown" for Age and Gender

To protect privacy, GA4 has a "threshold" specification that excludes certain data to prevent the inference of users' identities. Due to this specification, age and gender information may appear as "unknown." Therefore, interpret trends based on the available information other than "unknown."

How to Check User's Device Usage

By selecting "Reports" > "Tech" > "Tech details" from the left menu, you can view information about the user's environment.

The default dimension is set to "Browser," but by clicking the dropdown menu to the right of "Browser," you can switch to the following dimensions:

Browser
Device Category
Device Model
Screen Resolution
App Version
Platform
OS Version
Platform / Device Category
Operating System
OS and Version

How to Check First user source

Select "Reports" > "Acquisition" > "User acquisition" from the left menu to view the traffic source when users first visited the site.

How to Check Session source

Select "Reports" > "Acquisition" > "Traffic acquisition" from the left menu to view the traffic source for each session.

How to Check Landing Page

Select "Reports" > "Engagement" > "Landing page" from the left menu to see the traffic source for each session when it occurred.

How to Check Conversions

Select "Reports" > "Engagement" > "Conversions" from the left menu to view the count of events set up as conversions.

How to Create an Explore in GA4

Next, let's use the "Explore" that allows you to freely set items. As an example, let's create the following daily report.

daily report

An Exploration Report can be created using the following steps:

Choose the type of report
Select the items you want to use in the report
Configure the report items

Choose the Type of Report

From the seven types of templates available in the template gallery, choose the type of report that suits your needs. For this example, we'll select "Free form," which is suitable for a daily report.

Select the Items You Want to Use in the Report

Select Dimensions

After choosing "Free form," first select the "Dimensions" you want to use in the report.

Step 1

Select the "+" next to "Dimensions" in the "Variables" tab.

Step 2

Enter "Date" in the search box at the top of the page, check the box next to "Date" that appears in the list, then select "Import" in the top right corner.

Step 3

Once the selected "Date" is displayed as shown in the screenshot below, it's complete.

Select Metrics

Once you've added the "Dimensions," next select the "Metrics" you want to use in the report.

Step 1

Select the "+" next to "Metrics" in the "Variables" tab.

Step 2

Enter "New Users" in the search box at the top of the page, check the box next to "New Users" that appears in the list, then select "Import" in the top right corner. Then, import all the following metrics using the same steps:

Active Users
New Users
Sessions
Views
Engagement raate
Average engagement time per session
Session conversion rate
Conversions

Step 3

Once all the selected metrics are displayed as shown in the screenshot below, it's complete.

Configure the Report Items

Once you've added the items you want to use in the report, you can start creating the actual report. Set it up as follows, and a daily report like the one shown in the screenshot below will be completed:

Rows: Date (change the number of rows displayed to 50)
Columns: None
Values: Active Users, New Users, Sessions, Pageviews (Page Views), Engagement Rate, Average Engagement Time per Session, Conversion Rate per Session, Conversions

Recommended Tools to Use Alongside GA4

Looker Studio (Formerly Data Studio)

Looker Studio is a free report creation tool provided by Google, which allows you to connect various data sources and create clear, automated reports. For example, you can create very understandable GA4 reports using the official GA4 connector in Looker Studio.

For how to use Looker Studio and its benefits, see "GA4 Looker Studio Full User Guide with Templates｜Describe how to link and create reports."

GA4 Monthly Report Template[4007]

Demo Report

Report detail

Search Console

Search Console is a free SEO tool provided by Google that allows website administrators to check their site's Google search ranking and click count.

In GA4, you can check landing pages and conversion numbers that come through organic search (Organic Search), but the actual search keywords used by users are not displayed. Therefore, for keyword analysis, it's recommended to use Search Console.