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[G] Free Guide
GA4 for Beginners
The guide we wished existed when GA4 launched.
GA4 replaced Universal Analytics in 2023. Most businesses still don’t know what it’s actually telling them.
This guide explains the logic underneath GA4, not just the interface. By the end you will understand why GA4 works the way it does, how to read what it is reporting, and how to identify whether your property is configured correctly or quietly misleading you.
What this guide covers
The GA4 Data Model
Why GA4 is built around events and parameters — and why that matters for how you read reports
Reading the Reports
How to navigate GA4’s reporting interface and which reports are actually useful for business decisions
Events and Conversions
The difference between automatic events, enhanced measurement events, and custom events
Acquisition and Attribution
How GA4 assigns credit to traffic sources and how to interpret the acquisition reports without being misled
Audiences and Segments
How to create and use audience segments for both analysis and Google Ads remarketing
Common Configuration Errors
The most frequent GA4 setup mistakes and how to identify whether your property has them
Knowledge is free. Strategy is where we come in.
If working through this guide reveals gaps you are not sure how to address, a strategy session maps exactly what needs to be fixed and in what order.