Understanding GA4

GA4 no longer counts "pageviews" and "sessions" the old way: everything is an event (a visit, a click, a scroll, a purchase). This shift in model explains the feeling of being lost — but the essentials come down to a few settings and four reports.

It complements our guide on GDPR and personal data on the consent side.

01 — The model

Everything is an event

Every interaction is an event with parameters. Some events are marked "key events": these are your conversions (quote request, purchase, sign-up). Defining them correctly shapes every report that follows.

02 — The essential settings

To do right at setup

• Create the site's data stream and verify collection.
• Mark key events (conversions).
• Exclude internal traffic (your IP, your agency's).
• Set up consent management to comply with GDPR.

03 — The 4 useful reports

What you actually look at

04 — Don't drown in data

Three questions a month

Is traffic growing, and from where? Which pages convert? Which channel brings the cheapest conversions? Everything else is detail.

05 — Frequently asked questions

Frequently Asked Questions

Should I keep the old Analytics?

The old version (Universal Analytics) no longer collects data. GA4 is the current standard; historical data can be reviewed separately if you exported it.

Is GA4 GDPR-compliant?

It needs proper configuration: consent, anonymization, retention period, and checking data transfers. See our GDPR guide.

A simpler alternative?

"Privacy-friendly" analytics tools exist and often suffice to answer the three key questions, with less configuration.

06 — Resources & links

Where to go, concretely