Introduction: Practical Help Provided by This Guide
GA4 is the most widely used free web analytics platform globally. Many users rarely revisit it after installation because they are unsure which metrics to focus on.
Once basic concepts are understood, this guide starts from the login screen and explains the actual operation of each function step by step.
The book focuses on practical operations and is suitable for marketing personnel or business owners who need to review data regularly.
GA4 Account Structure: Understanding the Three-Layer Management Model
Before operating, it is necessary to understand the three-layer architecture of GA4, as permissions and settings depend on the current level.
Account Level
The account is the highest management unit, usually corresponding to one company. This level handles user permissions and data sharing settings.
Property Level
Properties belong to the analysis unit under the account. One account can contain multiple properties, each with independent data collection and report settings.
Data Stream Level
Data streams are the data sources at the property level, including web, Android, and iOS types. One property can integrate user behavior across websites and apps.
Installing Tracking Code: Starting Data Collection
Recommended Method: Using Google Tag Manager
Installing via GTM allows unified management of multiple tracking codes and avoids future maintenance issues.
Operation Steps:
- Log in to GTM and select the container
- Add a new tag and choose GA4 configuration type
- Enter the measurement ID
- Set the trigger condition to all pages
- Publish the update
Alternative Method: Direct Code Embedding
If GTM is not used, the code snippet can be placed directly in the website section.
Verifying Installation
After installation, realtime reports, DebugView, or Tag Assistant can confirm whether data is being sent correctly.
Interface Overview: Main Functional Sections
After login, the left menu includes Home, Reports, Explore, Advertising, and Admin sections.
Home Section
Displays user trends, engagement time, and quick access suggested by the system.
Reports Section
Provides standard report overviews, realtime data, and lifecycle analysis.
Explore Section
Supports custom analysis, funnel, and path exploration for advanced functions.
Admin Section
Centralizes user permissions, event, and conversion settings.
Realtime Reports: Monitoring Current User Activity
Realtime reports show data from the past 30 minutes and are ideal for verifying tracking codes or monitoring campaign responses.
Five Main Information Cards
- Users in the past 30 minutes
- Source distribution
- Geographic locations
- Triggered events
- Currently viewed pages
Acquisition Reports: Analyzing Traffic Sources
Acquisition reports explain how users find the website, divided into user acquisition and traffic acquisition perspectives.
Default Channel Groups
Common channels include organic search, direct, referral, social, and paid advertising.
Engagement Reports: Viewing User Behavior Depth
Engagement reports reflect content quality, including average time and event counts.
Event Types
Events are categorized into automatically collected, enhanced measurement, recommended, and custom types.
User Reports: Understanding Visitor Characteristics
User reports provide analysis across geography, devices, and technical environments.
Conversion Setup: Tracking Key Business Goals
In the Admin section, important events can be marked as conversions and custom events can be created.
Explore Reports: Building Custom Analysis
The Explore feature supports free form, funnel, path, and segment overlap analysis.
Audiences: Creating User Segments
User segments can be defined based on conditions for report filtering or ad remarketing.
UTM Parameters: Precisely Tracking Marketing Campaigns
Parameters such as utm_source, utm_medium, and utm_campaign allow clear attribution of traffic sources.
Connecting Other Google Tools
Search Console, Google Ads, and Looker Studio can be linked to expand data applications.
Enhanced Measurement: Automatically Tracking Advanced Behaviors
Once enabled, scroll, outbound clicks, file downloads, and form interactions are automatically recorded.
Report Operation Techniques
Date ranges, filters, secondary dimensions, and column sorting can be adjusted.
Data Export and Scheduling
CSV and PDF exports are supported, and scheduled email reports can be set up.
Weekly Data Checklist
Regular review of traffic changes, popular pages, and conversion performance is recommended.
Common Issues Troubleshooting
Steps are provided for handling "(not set)" displays, data inconsistencies, or missing data.
Conclusion: Using Data to Support Decisions
Continuous observation of GA4 data helps understand website performance and identify optimization opportunities early.
