Google Analytics 4 (GA4)Google
The web analytics platform every marketing program defaults to and most operate poorly.
GA4 is the analytics platform behind most marketing programs, by default, since Universal Analytics was retired. The platform is genuinely capable when configured deliberately and genuinely misleading when configured carelessly. Most of the work at this layer is upstream of any report: getting events, conversions, and audience definitions right before reading the data.
Page views, events, and conversions captured through Google Tag Manager or direct gtag implementation, plus integrations with Google Ads and Search Console.
Marketing dashboards (Looker Studio, BigQuery for advanced analysis), Google Ads conversion optimization, and the attribution reporting executive teams read.
Problems it solves
- >Web analytics across page views, events, conversions, and user behavior.
- >Audience building for Google Ads remarketing.
- >Attribution modeling across channels and touchpoints.
- >BigQuery integration for analysis past the limits of the GA4 interface.
Where it earns the line item.
Honestly, GA4 is the platform most teams will use whether they like it or not, so being good at it is the operationally useful position. The event-based data model, once mastered, is more flexible than Universal Analytics ever was. The reporting interface is the part most teams complain about, and not unreasonably.
What we have run into in real engagements.
- !Reporting interface is materially worse than Universal Analytics for the same use cases.
- !Sampling and thresholding behavior is more aggressive than the documentation suggests.
- !Data retention defaults are short; deliberate configuration is required.
- !BigQuery export is the path past most of the interface limits, which is real expertise to build.
Where Google Analytics 4 (GA4) fits in Define, Develop, Deliver.
Event taxonomy, conversion definitions, and the measurement strategy that downstream reporting executes against.
Implementation through GTM, event configuration, and the audience build.
Site analytics, channel attribution, and the source-of-truth for traffic and behavior reporting.
Other platforms that show up in the same conversations.
Related services and operations work
Frequently asked questions
QShould we move to a different analytics platform?+
QDo you work in GA4 for clients who already use it?+
QCan you help us decide whether GA4 is the right tool for us?+
Need senior help with Google Analytics 4 (GA4)?
Most Google Analytics 4 (GA4) engagements we run are inside instances that have been operating for a while and have accumulated configuration drift. The work is to repair, re-govern, and make the platform behave the way the strategy assumes it does.