How to Navigate Google Analytics 4? A Step-By-Step GA4 Guide. Part II



How to Navigate Google Analytics 4? A Step-By-Step GA4 Guide. Part IId-tags
06 July 2022
Google Analytics 3 (Universal Analytics) will stop collecting data on July 1, 2023. Although this day isn’t just around the corner yet, you shouldn’t wait until the very last minute to implement GA 4. To make your navigation through Google Analytics 4 user interface easier, we’ve prepared a step-by-step guide that describes everything in detail.



Table of contents:

Google Analytics 4 User Interface - What Does It Look Like?

If you’ve already set up new Google Analytics 4 for your website, you’ve certainly noticed a few significant changes. If you haven’t done it yet, check out our entry: How to Set Up Google Analytics 4?. Elements previously found in Universal Analytics, such as navigation, have been noticeably modified. Previously it was available in the form of a tree, but now it's a drop-down menu with new features. We’ll discuss the differences in the design and layout of Universal Analytics and GA4 later in this article. Now it’s time to get to know each GA 4 user interface section better. seo process management When you log into GA 4, you'll see a menu on the left side. At first, only the icons are visible. However, when you hover over the menu, you'll see drop-down elements. There are plenty of options to choose from. If you're familiar with Universal Analytics, you can notice numerous differences already at this stage. how to navigate google analytics 4 menu

Reports in GA 4

When you select Reports in the navigation menu, you get access to a lot of data. You can see information about the number of users who have visited your page in the last 30 minutes, the number of visits per minute, as well as a list of the most popular countries users, come from. how to navigate ga4 users report This is also where you can find information about traffic channels. ga4 interface traffic source Moreover, in the main window, you can also check other reports, e.g. concerning users' activity in a given period or listing the most frequently visited pages. In the menu, you can see interesting items. You may already know some of them from Universal Analytics, and some of them are new:
  • Acquisition - information about the sources of traffic.
  • Engagement - what content is the most popular among users and what actions they take.
  • Revenue generation - contains data collected by the extended e-commerce module.


You can use the following exploration options:
  • Open,
  • Closed,
  • Path exploration.
google analytics 4 navigation explorations


The name of this section isn’t precise. When looking at it, you may think it’s a source of information about your Google Ads campaigns. Nothing further from the truth. You have two options to choose from: Model Comparison and Conversion Path. google analytics 4 interface advertising From each report, you can learn about:
  • Advertising snapshot - showing traffic data from Google Ads.
  • Model comparison - you can compare how much revenue your site is making across different attribution models.
  • Conversion path - information about revenue from the most popular conversion paths.

Configuration GA 4

In this section, you can find options regarding the configuration of GA 4 in terms of data collection. You'll see the following items:
  • Events - which is the data regarding all events that are recorded by GA4.
  • Conversions - you can add your conversions here, and see which events are categorized this way.
  • Recipients - you can create your own groups of recipients.
  • Custom dimensions - here, as the name suggests, you can manage custom dimensions.
  • DebugView - used to monitor events from a device or browser with debugging enabled. This option is intended for advanced users.
google analytics 4 user interface configure

Home Page

When you log into GA 4, the home page will definitely draw your attention. It's a collection of the most important information about your site's statistics, as well as links to reports that provide valuable insights into specific page performance aspects. how to navigate google analytics 4 home Here, you can find the following charts and information:
  • Users - the total number of users, their average engagement time, and revenue from purchases, subscriptions, and ads.
  • Users from the last 30 minutes - along with a graph on the number of users per minute. It includes information about the most popular countries your website visitors come from.
  • Recently viewed - includes links to recently used features in GA 4.
  • Insights - an outline of insights in your data.
ga4 interface main menu

Report Customization Options in GA4

When you click on a specific report, in the top right corner you'll see options to customize the data, based on your current expectations. If you select the pencil, you'll see available customization options. google analytics 4 navigation reports This way, you can select the time frame that should be covered by the report - you can choose cards that should be displayed or exclude active ones. google analytics 4 interface customize report Google Analytics 4 allows you to add numerous reports and adjust them to your needs.

Universal Analytics vs Google Analytics 4 - the Most Important Design and Layout Differences

Different looks and designs of various elements attract our attention when we log into GA 4. Do you see the differences? The modifications are noticeable, especially when talking about the reports and charts. You may think there are fewer elements than in Universal Analytics, but that's not true. What do we mean? Simply put, some of the reports aren't available until you start collecting data. google analytics 4 user interface reports The GA 4 structure has been modified along with the changes to the reports. Some options have been changed, while others such as bounce rate have disappeared, and have been replaced by other metrics (the engagement metric in this specific case). There have also been modifications regarding goals and conversions. Now, you just need to use a simple slider to start counting conversions. What else? The names have also been altered. Moreover, the classic views have been turned into data streams. Conversions that were called goals in Universal Analytics are now just conversions. Monitoring this metric in your campaigns is crucial, as it allows you to determine if your advertising activities are effective.
Check out how to improve conversions in your online store!

What Data Can You Obtain from Google Analytics 4? The Takeaway

As you can see, the design of GA 4 is definitely different from the design of Universal Analytics in several ways. Many of the changes seem to be beneficial. Events that previously required additional configuration now can be monitored automatically. There were also vocabulary changes. As a consequence, some elements have been removed, while others have been introduced. New reports generated by GA 4 are definitely much more attractive. If you have a hard time analyzing it, probably as with any modification of this type, you just have to get used to a different interface. If you need help with managing your SEO analysis or a whole optimization process, contact us. With our experience, we will set you on the right track in no time! It looks like GA 4 will offer many more opportunities than Universal Analytics. Want to learn more? Stay tuned and wait for our upcoming guides and articles.
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Delante is an online marketing agency specialized in generating website traffic from search engines and paid ads (SEO / SEM). Over 80% of our clients are from rapidly growing e-commerce industry.

Logo Delante

Delante is an online marketing agency specialized in generating website traffic from search engines and paid ads (SEO / SEM). Over 80% of our clients are from rapidly growing e-commerce industry.

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