Google Analytics 4 is not Universal Analytics with a new name. It's a fundamentally different approach to tracking that requires a new setup mindset.
What changed:
- Event-based instead of session-based — Every interaction is an event. Page views, clicks, purchases — all events.
- Privacy-first design — Built for a world without third-party cookies.
- Cross-platform tracking — One property can track both your website and app.
- Predictive metrics — GA4 can predict churn probability and purchase probability.
Ecommerce events you must track:
- `view_item` — Product page views
2. `add_to_cart` — When items are added to cart
3. `begin_checkout` — When checkout starts
4. `purchase` — Completed transactions
Common GA4 mistakes:
- Using the same event names as Universal Analytics
- Not setting up enhanced measurement
- Forgetting to configure data retention
- Not linking Google Ads and GA4
The biggest mistake? Setting it up once and never reviewing it. GA4 requires ongoing maintenance to stay accurate.
