Google Analytics
Stay up to date with the latest news, tips, and insights about Google Analytics on Search Engine Land, including strategies to optimize your use of Google Analytics 4 (GA4), which replaced Universal Analytics in mid-2024. and the forced migration to Google Analytics 4, starting July 1, 2023, from Search Engine Land.
You’ll find a variety of up-to-date and authoritative resources, including the latest news, tutorials and data to help you work smarter and make better decisions.
Navigating Google Analytics 4 and beyond
The transition to Google Analytics 4 (GA4) marks a significant change in how businesses track, measure, and analyze their website and app data. Search Engine Land offers in-depth insights and strategies to help you adapt to GA4 and leverage its new features for actionable results.
Discover tutorials on using GA4, creating custom reports, and getting the most out of the platform. Stay updated on understanding GA4’s new interface and interpreting its improved insights into customer behavior.
We also cover GA4’s expanded cross-platform tracking capabilities and its emphasis on privacy-focused measurement.
What you read here is written by our experienced in-house team, and subject matter experts from leading brands and agencies.
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Google pushes deeper into lifecycle targeting with new GA audience templates
Google is simplifying lifecycle marketing by letting advertisers target high-value and lapsed customers directly from Google Analytics.
Google Analytics expands benchmarking with unnormalized metrics
Google Analytics now lets businesses benchmark absolute metrics like New Users and Total Revenue.
Google Ads will recommend you link to your Google Analytics account with one click
If Google Ads finds an unlinked and unassociated Google Analytics account, Google may recommend you link it.
How to analyze your marketing funnel and fix costly drop-offs
Pinpoint where prospects disappear, what’s holding back conversions, and how to turn funnel data into marketing action that drives revenue.
Google Analytics adds Reddit Ads integration, lead gen tools
Reddit Ads now integrate with Google Analytics, letting advertisers import cost data, access lead gen reports, and build funnel-based audience segments.
Master GA4: Google Analytics 4 tips & tutorials
Learn how to use GA4 for better tracking, insights, and reporting. Track organic traffic, custom events, and SEO KPIs with advanced GA4 strategies tailored for modern search teams.
How to use GA4 predictive metrics for smarter PPC targeting
Activate and apply Google Analytics 4 predictive metrics to target smarter, cut wasted spend, and boost ROAS in your Google Ads campaigns.
New in Google Analytics: Consent Signal Ratings
This new feature acts like a privacy compliance scorecard, giving at best Excellent and at worst Urgent scores of your Consent Mode setup.
Google Analytics real time reporting buggy?
Is your real-time reporting lower than usual? It's not just you. Many websites are noticing weird GA4 real-time data right now.
How to fix unassigned traffic in GA4
Learn how to classify, track, and manage your web traffic effectively, ensuring your campaign traffic are never in the "Unassigned" category.
GA4 updates: Snapshot templates added, Aggregate Identifiers improved
Google Analytics now offers snapshot templates for faster reporting and uses aggregate identifiers for more accurate Google Ads attribution.
Google Analytics 4 fixes data gaps, now flags issues early
Google Analytics is rolling out enhanced data completeness, Updated data presentation, and proactive issue detection.
Google Analytics adds percentages in reports, issue notifications
Google Analytics' is enhancing data transparency by adding percentage values to reports and introducing alerts for tracking issues.
Google Analytics Report Collections: What you need to know
Google Analytics now enables admins and editors to customize report collections, streamline navigation, and enhance reporting efficiency.
Marketing attribution models: The pros and cons
Your ad spend deserves better tracking. Compare different attribution models and learn how to maximize ROI across platforms.
Google Analytics simplifies cost data import
Cost data imports will now only require source, medium, and date, while making campaign fields optional for more flexible reporting.
Google Analytics 4 rolls out cross-property report copying
Google Analytics 4's new cross-property report copying feature streamlines configuration management, saves time, and enhances consistency.
How to segment traffic from LLMs in GA4
Find out how to identify, track and visualize traffic from AI-powered tools and chatbots using Google Analytics 4 and Looker Studio.
Google Analytics enhances remarketing with Customer Match integration
Google’ Customer Match update lets you use first-party data for more precise targeting and improved campaign performance.
How to leverage Google Analytics 4 and Google Ads for better audience targeting
Connect your Google Analytics 4 to Google Ads accounts to create dynamic audiences, set conditions and drive PPC success.
Google Analytics data delayed or missing for some
The data issues with GA4 began around November 13, 2024.
How to make the most of GA4 for SEO
Learn to link GA4 with Google Search Console, analyze organic traffic and set up events and parameters for better SEO insights.
Hidden Google tool reveals GA4 and Google Ads discrepancies
Google Analytics 4's Conversion Differences report offers a tool to reconcile discrepancies between GA4 and Google Ads conversion data.
Steve Ganem, Product Director of Google Analytics, on GA4
We pose some questions to Google as we see the final sunset of Universal Analytics. Here are some answers from our interview with Steve Ganem.
5 new features coming to Google Analytics 4
GA4 updates include cross-channel reporting and budgeting, a dedicated AI engine and support for the Chrome Privacy Sandbox.
Google Analytics fixes paid search attribution
An update to attribution models in Google Analytics 4 (GA4) will more accurately credit paid search campaigns for driving conversions.
4 ways to check your website’s Google consent mode setup
Stay compliant with Google's consent mode v2 requirements. Here's how to verify your consent configuration across Google Ads, GA4 and more.
How to create and configure custom dimensions in GA4
Get more granular site analytics by creating custom dimensions in Google Analytics 4. Here's how to set them up through Google Tag Manager.
Your guide to Google Analytics 4 attribution
Understand how attribution in GA4 works – session, user, and event scopes, modeled and blended data, and much more.
Google Analytics GA4 shows real-time users in the last 5 minutes
Previously, GA4 only showed this metric over the past 30 minutes.
How to archive your Universal Analytics historical data
Time is running out to save your Universal Analytics data. Follow these steps to archive historical analytics before the July 1 deadline.
5 alternatives to the missing Page Timings report in GA4
Google Analytics 4 doesn’t have a Page Timings report, so how can you monitor which pages are slow on your site?
Why the shift from ‘conversions’ to ‘key events’ in GA4 is a game-changer
Learn how this GA4 change lets you maximize marketing opportunities to measure and report on what matters most to your business.
Google Analytics real-time reporting bug confirmed
Many sites are seeing zero or little real-time traffic reported in GA4.
Google Analytics 4 addresses Google Ads report discrepancies with conversion update
To ensure greater consistency with Google Ads, GA4 is replacing conversions with 'key events' for behavioral analytics in its reports.
WalkerOS: A data collection alternative to gtag.js
Should you replace Google's gtag.js with an open source alternative like walkerOS? Explore the use cases, benefits and potential drawbacks.
Google Analytics 4 users report data gaps in reports
Users claim data is missing in User Acquisition and Traffic Acquisition reports, specifically for dates before September 6.
Google Analytics 4 adds new consent mode setting section
Setting up consent mode and ensuring GA4 is receiving consent signals should now be a little bit easier and faster.
Google Analytics 4 launches new trend detection insight
While the new feature is similar to anomaly detection, trend detection highlights more gradual changes that unfold over an extended period.
Google Analytics 4 adds new dimensions for measuring paid and organic traffic
The platform now offers clearer insights into your traffic sources, both paid and organic, for enhanced optimization opportunities.