Using Google Analytics 4 to Understand Customer Behaviour

Google Analytics 4 (GA4) is more than just the next version of Universal Analytics. It’s a complete rethinking of how website and app data is collected, analyzed, and applied. For businesses, GA4 offers powerful tools to better understand customer behaviour across multiple touchpoints and devices. Here’s how it works and how you can use it to improve your marketing strategy.

Key Differences Between GA4 and Universal Analytics

The biggest change with GA4 is its shift from a session-based model to an event-based model. In Universal Analytics (UA), tracking was organized around sessions and pageviews. GA4 focuses on events, which can capture any interaction, from clicks to scroll depth. GA4 also offers:

• Cross-platform tracking for websites and apps in the same property
• Enhanced measurement features for common actions without custom coding
• AI-powered insights and predictive analytics
• Longer data retention for custom reports

These changes give marketers more flexibility and accuracy in understanding how customers interact with their brand.

Tracking the Full User Journey Across Devices

Today’s customers often start on one device and finish on another. GA4 uses Google Signals and user IDs (when enabled) to stitch together interactions across devices. This unified view helps you see the entire journey, from first touchpoint to final conversion, no matter where it happens. Understanding these patterns allows you to identify drop-off points and optimize the customer experience.

Setting Up Events, Conversions, and Funnels

Events are at the core of GA4 tracking. While some basic events are automatically collected, you can configure custom events to capture actions specific to your business, such as video plays or form submissions. You can then mark certain events as conversions to measure business-critical actions. Funnel reports in GA4 allow you to visualize the steps users take before converting, so you can identify where they lose interest and make improvements.

Understanding Engagement Metrics in GA4

GA4 introduces new engagement-focused metrics that go beyond simple bounce rates. You can track engaged sessions, average engagement time, and engagement rate to measure how users interact with your site or app. These metrics help you understand not just how many people visit, but how deeply they interact with your content.

Using Insights to Personalize and Optimize Campaigns

One of GA4’s biggest strengths is its ability to provide actionable insights. Predictive metrics can forecast potential revenue, churn probability, or the likelihood of a user making a purchase. You can use this data to create audience segments for targeted campaigns, personalize content for high-value users, and allocate ad spend more effectively.

At HTC, we help you drive growth with actionable insights by leveraging tailored and accurate Google Analytics conversion tracking, monitoring real-time Google Alerts for informed decisions, and implementing proactive strategies.

Download our 17-Piece Digital Marketing Toolkit for more information on our Web Intelligence services.