Google Analytics 4 (GA4) FAQs
And just like that, the sun has set on Universal Analytics (UA), giving way to the dawn of Google Analytics 4 (GA4). GA4 brings forth a revamped data model and user interface, introducing significant changes compared to its predecessor.
As you embrace this transition, numerous questions may arise regarding the disparities between the two versions and how to harness GA4's potential effectively. To assist you in navigating through GA4, we have addressed some common questions.
Why are session volumes different in GA4 compared to UA?
GA4 does not start a new session when a user visits from a new campaign, and events can be processed if they arrive up to 72 hours late. We expect to see up to a +/-10% difference in sessions.
See this support article for a full explanation on what to expect when comparing metrics.
Why are conversion volumes different in GA4 compared to UA?
GA4 does not count unique conversions as standard; however, it has recently allowed conversion counts to be based on ‘once per session’ which has brought the volumes more in line with UA where conversions have been updated to use this. We, therefore, see a similar conversion volume, but as GA4 can process events if they arrive up to 72 hours late, you may see an increase.
Where has bounce rate gone?
It’s still available in GA4 but requires report customisation to find it. Google has replaced bounce rate in GA4 with a new measure-engagement rate. Engagement rate better defines whether a user is engaging with the website. Rather than simply looking at whether a user has bounced or not, an engaged session is a session that lasts longer than 10 seconds, has a conversion event, or has at least two pageviews or screenviews. Remember, optimising this measure is reversed. Whilst in UA a low bounce rate was desired, in GA4 you want as high an engagement rate as possible.
Why are different reports attributing conversions differently?
There are three key attribution models in GA4: First Click, Last Click and Data Driven. The Traffic Acquisition report uses session-based dimensions, with conversions attributed using last click – the channel that led to the session where the conversion occurred. The User acquisition report uses first user dimensions, with conversions attributed using first click – the channel that led to the users first session. Data Driven is the default in GA4, so the dimensions are not prefixed, but the All Channels report displays conversions using data driven attribution – splitting the conversion across each touchpoint in the user journey that led to the conversion.
What do the different channel dimensions mean? Why is there more than one?
Data Driven attribution is the default in GA4, but you can access First Click and Last Click by using different channel dimensions:
First user dimensions will attribute conversions using First Click.
Session dimensions will attribute conversions using Last Click.
Checking the dimensions used in a standard GA4 report will help you to identify the attribution method used.
What are reporting identities?
GA4 has three different methods to associate events with users:
Device-based only utilises cookies to identify users.
Observed uses cookies, Google signals and User ID to help tie up cross-device journeys.
Blended uses cookies, Google signals, User ID, and modelled data to help estimate untracked user activity.
The system will use the best method available for the account as default, but you can freely switch between Reporting Identities without making any permanent impact on data. Reporting Identity can be found within the admin panel of the interface. Changing the Reporting Identity will change data in reports.
Will data exported in the API match the GA4 interface?
Not always. API uses the device-based Reporting Identity to extract data and, therefore, depending on the reporting identify being used in GA4, data through API can be different to that seen within this interface.
As with the question above, you can freely switch between reporting identities to check and reconcile.
What are the key reports?
The key standard reports in GA4 are:
Traffic acquisition, found in Reports > Life cycle > Acquisition. This report will allow you to see how different channels are performing on a session basis, providing both engagement and conversion metrics - conversions are attributed using Last Click.
All channels, found in Advertising > Performance. This report provides a holistic view of the performance of your channels showing how they contribute towards conversions using Data Driven attribution.
Landing Page, found in Reports > Life cycle > Engagement. This report shows the performance of pages that a user lands on when starting a new session, including traffic volume, engagement and conversions.
Events, found in Reports > Life cycle > Engagement. This report shows the events that have been tracked on-site, allowing you to click into a specific event and breakdown by additional parameters that may have been collected. The Conversions report is a filtered version of the Events report, only showing Events that have been marked as Conversions.
E-commerce purchases, found in Reports Life cycle > Monetisation. This report provides a breakdown of the items that have been viewed, added to cart and purchased, providing these events have been set up. GA4 does not have a standard report to show purchases alongside transaction IDs.
These reports should provide you with a good start when looking at GA4 data, but you may need to use Explorations to create reports that give you all the information you are looking for.
I find the interface difficult to use. Will this be improved?
Any new interface takes time to get used to, and it may be difficult at first to find and filter the data you need. Google has been rapidly releasing updates to the data available and how you find it, so expect further updates to improve the interface as the community continues to feedback on issues and bugs.
I can’t find the data I need in the standard reports. How can I get this?
If the data you want is not available in the standard report, you can either:
Customise the standard report (see pencil icon in the top right) to include additional dimensions/metrics, change chart types or add filters.
Use free-form explorations (under Explore) to build a report with the exact dimensions/metrics you need. These work a bit like an Excel pivot so can be customised to create data tables or charts as required.
Should you have any further questions or need assistance in navigating the GA4 landscape, do not hesitate to reach out. Stay tuned as we continue to share our Accord expert insight on GA4.
Dan Ward
Dan is Accord’s Head of Performance and GA Guru. Get in touch if you want to pick his brains on all things marketing performance.
