Photo (above): Photographer: Kristel Cuyvers
Why use Google Analytics?
With GA4, you gain insight into how people land on your website, which source they click through from, and what they do on your site. Do they visit your contact page? Do they click a specific button? Did they fill out a form?
You’ll find out:
which pages perform well,
where visitors tend to drop off,
which marketing channels deliver the best results.
GA4 is free and easy to link to your Google account, and it delivers more value than the time it takes.
How do you use Google Analytics 4?
In GA4, you no longer work with “pageviews” alone, but with events—actions visitors take on your site. Think clicks, scrolling, submitting forms…
Where can you find what in GA4?
Realtime
See who is on your website right now and what they’re viewing.
Reports > Users
Discover who your target audience is: age, location, language, device type...
Reports > Acquisition > Traffic acquisition
See which source brought visitors to your site. For example, if someone comes via www.houseofweddings.com, this will appear as a “referral” in your report.
Do you see traffic showing up as “direct” when you expected a referral? That can have several causes:
The visitor typed your URL directly
The source wasn’t passed along by the browser (e.g., via email or an app)
Or your website isn’t using a secure https:// connection, which is required to register sources correctly
So always make sure your website is secured with https, and that your GA4 property is properly linked.
Reports > Engagement
Learn how visitors behave on your site. Which pages do they view? How long do they stay? What actions do they take?
Reports > Conversions
Measure concrete goals, such as completed forms, appointments, or purchases. You can set up these conversions yourself, depending on what matters to you.
Want to know how to set up a GA4 account or connect it to your website? You can find a handy step-by-step guide from Google here:
Set up GA4 – support.google.com
How can you see which source your leads come from?
Curious how many visitors reach your website via, for example, House of Weddings? Follow these steps:
Open your GA4 account and select the correct property.
Go to Reports > Acquisition > Traffic acquisition.
Set the right time period at the top right, for example the past 3 months.
Check the ‘Source’ or ‘Session source’ columns and look for referrals such as houseofweddings.com or referral.
Click on a source for more details: session duration, bounce rate, number of pageviews...
For social media traffic: go to Reports > Acquisition > User acquisition or use a custom exploration.
That way, you can clearly see which channels deliver the most traffic and valuable actions.
What if you’re not familiar with GA4 yet?
Universal Analytics, the previous version of Google Analytics, was permanently discontinued in July 2023. Since then, all data has been collected only in GA4.
If you’re not actively using GA4 yet, or you feel a bit lost in the interface: don’t worry. The learning curve takes some getting used to, but you get a very powerful analytics tool in return.
View Google’s step-by-step guide to get started with GA4 here
Finally
With GA4, you don’t just get visitor numbers—you get real insights. You’ll discover which marketing efforts truly deliver results, what’s working well on your site, and where there’s still room for improvement.
Good luck!
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