Google Analytics 4

Why GA4 Matters for RevOps

Google Analytics 4 isn’t just for marketers—it’s essential for understanding the full customer journey and attributing revenue to channels.

My Experience

I’ve set up GA4 for dozens of clients, usually connecting it to HubSpot for full-funnel attribution. Proper setup is crucial—most installations have data quality issues.

What GA4 Does Well

1. Event-Based Tracking - More flexible than UA’s pageview model. Track any interaction as an event with custom parameters.

2. Cross-Platform - Track users across web and app. Unified reporting for the full customer experience.

3. BigQuery Integration - Free export to BigQuery for advanced analysis. Essential for data teams.

4. Predictive Metrics - Machine learning predicts purchase probability and churn risk.

Common Setup Mistakes

1. Not setting up conversions - Default installation misses key conversion events
2. Ignoring enhanced measurement - Free features often left disabled
3. Missing cross-domain tracking - Data gaps between domains
4. No HubSpot connection - Losing attribution data

Best For

• All businesses needing website analytics
• Marketing teams measuring campaign ROI
• E-commerce tracking purchase journeys
• B2B companies connecting to CRM attribution

Privacy Considerations

GA4 uses IP anonymization and offers consent mode for privacy compliance. Consider server-side tracking for better data control.