Question 1

What should I track in Google Analytics?

Accepted Answer

Key metrics: traffic sources, user behavior (pages/session, bounce rate, time on site), conversions and goals, top landing/exit pages, device breakdown, and audience demographics. Set up custom events for key interactions like form submissions, clicks, and video plays. Focus on metrics tied to business goals.

Question 2

How do I set up conversion tracking?

Accepted Answer

In GA4, define conversion events (form submissions, purchases, sign-ups) through the Events settings. Use Google Tag Manager for easier implementation. For ads, link Google Ads to Analytics and import conversions. Test tracking with real conversions and verify data in Realtime reports.

Question 3

What's the difference between GA4 and Universal Analytics?

Accepted Answer

GA4 is Google's current analytics platform, replacing Universal Analytics (which sunset in 2023). Key differences: GA4 uses event-based tracking (vs. session-based), works across web and app, has enhanced machine learning, focuses on user journeys, and is designed for a privacy-first world with less reliance on cookies.

Question 4

How do I attribute conversions to marketing channels?

Accepted Answer

Use UTM parameters on all campaign links. Set up proper conversion tracking in GA4. Review attribution reports to understand the customer journey. Choose an attribution model (data-driven, first-click, last-click) that matches your analysis needs. Consider multi-touch attribution for complex funnels.

Question 5

Why doesn't my analytics data match other reports?

Accepted Answer

Common causes: tracking code issues (missing on some pages), bot traffic, ad blockers, different time zones or date ranges, different metric definitions between platforms, sampling in large datasets, or data processing delays. Audit your tracking setup and compare settings between tools.

Analytics & Tracking