1 ... Google Analytics 4 ... 17

1.1 ... What Does a Web Analytics System Do? ... 17

1.2 ... The New World of Measurement ... 21

1.3 ... Creating a Tracking Concept ... 38

1.4 ... Documentation and Online Help ... 40

1.5 ... Summary ... 42

2 ... Setting Up Google Analytics 4 ... 43

2.1 ... Creating an Account, a Property, and a Data Stream ... 43

2.2 ... Embedding Tags on Websites ... 51

2.3 ... Events in GA4 ... 62

2.4 ... Defining Key Events ... 74

2.5 ... Using Custom Definitions ... 80

2.6 ... Details of the Web Data Stream ... 84

2.7 ... Configuring Google Tag Settings ... 86

2.8 ... Summary ... 95

3 ... Analyzing Websites ... 97

3.1 ... The GA4 Home Page ... 97

3.2 ... Reports: Analyzing Users ... 103

3.3 ... Content: Events and Pages ... 121

3.4 ... Searching, Filtering, and Comparing ... 144

3.5 ... Summary ... 149

4 ... Controlling Campaigns ... 151

4.1 ... How Do Users Get to The Website? ... 152

4.2 ... Creating Audiences ... 173

4.3 ... Understanding Attribution in the Advertising Menu ... 182

4.4 ... Setting Up a Link with Google Ads ... 190

4.5 ... Linking Google Search Console with GA4 ... 198

4.6 ... Summary ... 201

5 ... Evaluating Stores ... 203

5.1 ... Evaluating E-Commerce Data ... 204

5.2 ... Measuring E-Commerce User Actions ... 229

5.3 ... Sample Accounts and Demos from Google ... 240

5.4 ... Summary ... 244

6 ... Analyzing Apps ... 245

6.1 ... Collecting User Data in Apps ... 246

6.2 ... Analyzing Content and Actions in Apps ... 250

6.3 ... Setting Up App Data Streams ... 266

6.4 ... Data Privacy during App Tracking ... 278

6.5 ... Checking and Debugging the Integration ... 282

6.6 ... Sending Messages via Firebase ... 286

6.7 ... Sample GA4 Account with App Data ... 292

6.8 ... Summary ... 293

7 ... Customizing and Creating Custom Reports ... 295

7.1 ... Customizing the Navigation in the Library ... 295

7.2 ... Creating and Editing Reports ... 299

7.3 ... Creating Exploratory Data Analyses ... 313

7.4 ... Summary ... 340

8 ... BigQuery and Looker Studio ... 341

8.1 ... Analyzing Raw Data Using BigQuery ... 342

8.2 ... Merging Looker Studio and GA4 ... 370

8.3 ... Summary ... 382

9 ... Error Analysis and Quality Assurance ... 383

9.1 ... Find a Google Tag on the Page ... 384

9.2 ... Performing Checks in Browser Developer Tools ... 387

9.3 ... Triggers and Events in Tag Assistant ... 396

9.4 ... Inbound Events in the GA4 DebugView ... 403

9.5 ... Monitoring the Quality of Data in GA4 ... 406

9.6 ... Cookies and Browser Privacy ... 410

9.7 ... Frequent Issues in GA4 ... 414

9.8 ... Relaunch or Move ... 420

9.9 ... Summary ... 422

10 ... Administration and Management ... 423

10.1 ... Account and Property Management ... 423

10.2 ... Data Collection and Modification ... 429

10.3 ... Data Display ... 445

10.4 ... Links and API Access ... 451

10.5 ... Setting Up User Permissions via the Google Marketing Platform ... 454

10.6 ... Server-Side Tagging ... 464

10.7 ... Google Analytics 360 for GA4 ... 465

10.8 ... Summary ... 467

... The Author ... 469

... Index ... 471