Google Analytics 4 guide for website owners — what to measure and how to read the data

Google Analytics 4 replaced Universal Analytics in July 2023. Many website owners signed up, saw an unfamiliar interface, and gave up. That is a mistake — because GA4 data is the only reliable answer to the question: is my website actually working?

Five reports for a weekly review: (1) Engagement > Pages and screens — which pages get attention, (2) Acquisition > Traffic acquisition — where traffic comes from, (3) Conversions — whether forms and purchases are working, (4) Retention — how many users return, (5) Tech > Browser/Device — whether mobile users are having issues. Everything else is advanced and can wait.

Conversions are the heart of GA4. Every action a user should take — a completed form, a phone click, a completed purchase — must be marked as a conversion event. In GA4 go to Admin > Events > mark the event as a conversion. Without conversions, analytics tells you how many visitors came — but not whether results happened.

The Acquisition report shows: Organic Search (Google), Direct (direct visit or bookmark), Referral (other sites), Paid Search (Google Ads), Social (Instagram, Facebook). If 80% comes from Direct — you probably have a UTM parameter or tracking issue, not actually 80% direct visitors.

GA4 + Search Console combination: in GA4 link Search Console under Admin > Search Console Links. You will get a report showing which keywords bring people to which landing page — and whether they convert. That is the most powerful free tool for SEO decisions that exists. Feather Studio sets up GA4 with properly configured conversion tracking on every project — see our SEO page or get in touch.