Google Analytics 4: understanding the major changes for SEO

Introduction to Google Analytics 4: a new approach to analytics

The pace of digital transformation is accelerating the evolution of audience analytics solutions. Google Analytics 4 (GA4) has established itself as the new industry benchmark. For a comprehensive overview of the analytics ecosystem, you can read our in-depth article Google Analytics, which explores the tools and challenges in detail.

GA4 introduces a user-focused approach with enhanced privacy features. This version enables you to collect and analyse data from both web and mobile environments within a single interface, offering advanced capabilities tailored to the needs of modern businesses.

What are the main differences between Universal Analytics and GA4?

Universal Analytics was based on sessions and page views, whereas GA4 uses an event-driven model. Every interaction (click, purchase, scroll, video view) is considered an event, providing a more detailed and customisable understanding of user behaviour. GA4 also leverages machine learning to predict key metrics such as purchase probability or churn risk.

Cross-device tracking reconstructs the user journey across multiple devices, delivering truly omnichannel insights.

Why choose GA4 for a data-driven strategy?

With the gradual phasing out of third-party cookies and stricter data regulations, GA4 addresses the latest challenges in data collection. Its anonymisation tools and personal data management features ensure GDPR compliance while maintaining the accuracy of your analytics.

Custom reports, advanced segmentation and data integrations make it easier to optimise your SEO, SEA or content marketing strategies.

How to set up and make the most of GA4 to improve your performance

What steps should you follow to create a GA4 property?

To create a GA4 property, start by logging into your Google Analytics account and setting up a new property for your website or app. A tracking ID will be generated, which should be added to all relevant pages, ideally using Google Tag Manager.

Define the events you want to track based on your business objectives (such as purchases or registrations) and test their collection to ensure your data is reliable.

How do you customise reports and analyse events?

GA4 allows you to build custom dashboards and monitor specific events (clicks, forms, videos). This level of detail helps you identify opportunities for optimisation and pinpoint friction points in the user journey.

What are the GDPR compliance challenges and how can you ensure responsible data collection?

GA4 includes advanced features to ensure ethical and compliant data collection: IP anonymisation, consent management and data retention controls. At Incremys, we support our clients with our 360° SEO SaaS solution for comprehensive management of digital performance.

How can you use GA4 to optimise your marketing campaigns?

GA4 data refines targeting and helps you optimise budget allocation across acquisition channels. Modelled conversions and user journeys allow you to measure campaign ROI and make real-time adjustments.

By integrating Incremys modules, you gain a complete and actionable view of your digital strategy.

For further resources on digital performance and SEO innovation, visit the Incremys Blog.