1
Google Analytics 4 (GA4) uses events to trigger data collection, which include automatically collected events, enhanced measurement features, and programmatically enabled developer events.
2
Dimensions are attributes of events that determine metrics collected; custom dimensions are often used with UTM (Urchin Tracking Module) tags to monitor specific campaigns, sources, and mediums.
3
Explorations in GA4 allow users to build custom reports using techniques like free form, funnel, path, segment overlap, cohort, and user lifetime.
4
Google Ads campaigns track metrics across the marketing funnel stages: awareness (clicks, impressions), consideration (CTR, interaction rate), and conversion (conversions, cost, conversion rate).
5
Linking Google Ads and Google Analytics provides a holistic view of the marketing funnel, enables combined audience demographics, and allows comparison of attribution models like cross-channel last click and ads-preferred.
6
Data from both platforms can be exported to CSV files for archiving and external spreadsheet analysis, or to cloud data warehouses like BigQuery.