How to Use Google Analytics 4 (GA4) 2026: Complete Setup & Reporting Guide

Google Analytics 4 (GA4) is Google's analytics platform that uses event-based tracking to measure user interactions across websites and apps. In 2026, GA4 is the standard for web analytics, having fully replaced Universal Analytics. This guide covers how to set up and use GA4 effectively for your business analytics needs.

Whether you are new to GA4 or migrating from Universal Analytics, this guide walks through the essential features, reports, and strategies for data-driven marketing in 2026.

What Is Google Analytics 4 2026?

Google Analytics 4 is Google's current analytics platform, launched in 2020 and now the sole version of Google Analytics in 2026. Unlike its predecessor Universal Analytics, GA4 uses an event-based data model that tracks user interactions as events rather than pageview-centric sessions. This enables better cross-platform tracking and privacy-compliant measurement.

GA4 vs Universal Analytics 2026

Feature	Universal Analytics	GA4 (2026)
Data Model	Session-based	Event-based
Platform Support	Web only	Web + App
Privacy	Cookie-dependent	Cookieless options, consent mode
Machine Learning	Limited	Built-in predictions, insights
Status (2026)	Sunset (July 2024)	Current standard

Key GA4 Concepts 2026

• Events: Every interaction is tracked as an event (page_view, click, purchase)
• Parameters: Additional data attached to events (page_title, item_name)
• User Properties: Attributes that describe user segments (country, device)
• Conversions: Events marked as important business outcomes
• Data Streams: Sources of data (web, iOS app, Android app)

GA4 Setup and Configuration 2026

Proper GA4 setup ensures accurate data collection from day one. Follow these steps for a complete setup in 2026:

Step 1: Create GA4 Property 2026

1. Go to analytics.google.com
2. Click Admin (gear icon)
3. Click "Create Property"
4. Enter property name and select timezone/currency
5. Complete business information
6. Accept terms of service

Step 2: Create Data Stream 2026

• Select platform type (Web, iOS, or Android)
• For web: Enter your website URL and stream name
• Enable Enhanced Measurement for automatic event tracking
• Copy your Measurement ID (G-XXXXXXXXXX)

Step 3: Install Tracking Code 2026

Choose one of these installation methods:

Method	Best For	Difficulty
Google Tag Manager	Most websites, flexibility	Medium
Direct gtag.js	Simple sites, quick setup	Easy
CMS Plugin	WordPress, Shopify, etc.	Easy

Step 4: Configure Data Settings 2026

• Data Retention: Set to 14 months (maximum for free)
• Google Signals: Enable for cross-device tracking (with consent)
• User Data Collection: Configure based on privacy requirements
• Internal Traffic: Filter out your own visits
• Unwanted Referrals: Exclude payment gateways, etc.

Step 5: Verify Installation 2026

1. Go to Realtime report in GA4
2. Visit your website in another tab
3. Confirm your visit appears in Realtime
4. Use Google Tag Assistant for debugging

Event Tracking in GA4 2026

Events are the foundation of GA4 data collection. Understanding the event types helps you track what matters in 2026.

Event Categories in GA4 2026

Event Type	Description	Examples
Automatically Collected	Tracked by default with gtag.js	first_visit, session_start, user_engagement
Enhanced Measurement	Auto-tracked when enabled	page_view, scroll, outbound_click, file_download
Recommended	Predefined names for common actions	login, sign_up, purchase, add_to_cart
Custom	Your own event names	video_complete, form_submit, calculator_use

Enhanced Measurement Events 2026

These events are tracked automatically when Enhanced Measurement is enabled:

• Page views: Each page load
• Scrolls: When user scrolls 90% of page
• Outbound clicks: Clicks to external domains
• Site search: When users search your site
• Video engagement: YouTube embeds (start, progress, complete)
• File downloads: PDF, doc, zip, etc.
• Form interactions: Form starts and submissions

Setting Up Custom Events 2026

Use Google Tag Manager for custom event tracking:

1. Create a new GA4 Event tag in GTM
2. Set the event name (use snake_case)
3. Add event parameters as needed
4. Create a trigger for when the event should fire
5. Test in Preview mode
6. Publish when confirmed working

Event Parameters Best Practices 2026

• Use recommended parameter names when possible
• Keep custom parameter names under 40 characters
• Register custom dimensions in GA4 Admin
• Limit to 25 custom parameters per event
• Use consistent naming conventions

Conversions and Key Events 2026

Conversions (also called Key Events in some interfaces) track your most important business outcomes in 2026.

Marking Events as Conversions 2026

1. Go to Admin > Conversions
2. Click "New conversion event"
3. Enter the exact event name
4. Or toggle existing events to mark as conversion

Common Conversion Events 2026

Business Type	Recommended Conversions
E-commerce	purchase, add_to_cart, begin_checkout
Lead Generation	generate_lead, form_submit, phone_click
SaaS	sign_up, trial_start, subscription_purchase
Content/Media	newsletter_signup, content_share, video_complete

Conversion Value 2026

Assign monetary value to conversions:

• E-commerce: Use actual transaction value from purchase event
• Lead Gen: Assign estimated value per lead (e.g., Rs 500 per form submit)
• Goals: Set default value in conversion settings

Standard Reports 2026

GA4 provides pre-built reports organized into logical categories. Here is how to use them in 2026:

Reports Overview 2026

Report Section	What It Shows	Key Questions Answered
Realtime	Live user activity	Who is on my site right now?
Acquisition	Traffic sources	Where do users come from?
Engagement	User behavior on site	What do users do on my site?
Monetization	Revenue and transactions	How much money am I making?
Retention	User return rates	Do users come back?
Demographics	User attributes	Who are my users?
Tech	Devices and browsers	How do users access my site?

Acquisition Reports 2026

• Overview: Summary of all acquisition channels
• User Acquisition: How new users found you (first touch)
• Traffic Acquisition: How sessions were acquired (current touch)

Engagement Reports 2026

• Engagement Overview: Key engagement metrics summary
• Events: All events and their counts
• Conversions: Conversion event performance
• Pages and Screens: Most viewed pages
• Landing Pages: Entry points to your site

Key Metrics to Monitor 2026

• Users: Total unique users
• Sessions: Total visits
• Engaged Sessions: Sessions lasting 10+ seconds or with conversion/2+ pageviews
• Engagement Rate: Engaged sessions / total sessions
• Average Engagement Time: Time users actively engage
• Conversions: Count of conversion events

Explorations 2026

Explorations provide advanced analysis capabilities beyond standard reports in GA4 2026.

Exploration Types 2026

Exploration Type	Best For	Use Case
Free Form	Custom tables and charts	Building custom reports
Funnel Exploration	Conversion path analysis	Finding drop-off points
Path Exploration	User journey visualization	Understanding navigation patterns
Segment Overlap	Comparing user segments	Finding audience intersections
User Lifetime	Long-term user value	Calculating LTV by acquisition source
Cohort Exploration	User groups over time	Retention analysis

Building a Funnel Exploration 2026

1. Go to Explore > Funnel Exploration
2. Define funnel steps (e.g., page_view > add_to_cart > purchase)
3. Set step conditions using events or pages
4. Choose open or closed funnel
5. Add segments to compare user groups
6. Analyze drop-off between steps

Free Form Exploration Tips 2026

• Start with a template and customize
• Use segments to compare user groups
• Add multiple tabs for different analyses
• Save and share explorations with team
• Export data for external analysis

Audiences and Segments 2026

Audiences let you group users for analysis and remarketing in 2026.

Creating Audiences 2026

1. Go to Admin > Audiences
2. Click "New audience"
3. Use a template or create custom
4. Define conditions (events, parameters, user properties)
5. Set membership duration
6. Save audience

Useful Audiences to Create 2026

Audience	Definition	Use Case
Purchasers	Users who completed purchase	Upsell campaigns, exclusion
Cart Abandoners	Add to cart but no purchase	Remarketing campaigns
High Value	Users with LTV above threshold	VIP targeting
Recent Visitors	Visited in last 7 days	Remarketing
Engaged Users	High engagement time/pages	Lookalike modeling

Using Audiences for Remarketing 2026

• Link GA4 to Google Ads account
• Enable Ads Personalization in data settings
• Audiences automatically sync to Google Ads
• Use for remarketing campaigns and bid adjustments

GA4 Integrations 2026

GA4 integrates with other Google products and external tools in 2026.

Google Product Integrations 2026

• Google Ads: Import conversions, create audiences
• Search Console: See search queries in GA4
• BigQuery: Export raw data for advanced analysis
• Looker Studio: Build custom dashboards
• Google Merchant Center: E-commerce product data

Setting Up Google Ads Link 2026

1. Go to Admin > Google Ads Links
2. Click "Link"
3. Select your Google Ads account
4. Enable auto-tagging
5. Configure conversion import settings

BigQuery Export 2026

For advanced analysis, export to BigQuery:

• Enables SQL queries on raw GA4 data
• Daily and streaming export options
• Free tier available for small datasets
• Connect to data visualization tools

FAQs: GA4 2026

Is Google Analytics 4 free in 2026?

Yes, Google Analytics 4 is free in 2026 for most businesses. The standard GA4 property has limits of 25 million events per month and 500 distinct events. For larger enterprises, Google Analytics 360 offers higher limits and additional features starting at approximately $50,000/year. Most small and medium businesses can use GA4 free version without issues.

How is GA4 different from Universal Analytics in 2026?

GA4 differs from Universal Analytics in several ways in 2026: GA4 uses event-based tracking instead of session-based, offers cross-platform tracking (web and app), provides machine learning insights, focuses on privacy with cookieless measurement, and uses a different data model. Universal Analytics was sunset in 2024, making GA4 the only option for Google Analytics.

How do I track conversions in GA4 2026?

To track conversions in GA4 2026: First, ensure events are being collected (either automatically or through custom setup). Then go to Admin > Conversions and mark important events as conversions. Key events to mark include purchases, form submissions, sign-ups, and key page views. GA4 allows up to 30 conversion events per property.

What are the key reports in GA4 2026?

Key GA4 reports in 2026 include: Realtime (live user activity), Acquisition (where users come from), Engagement (what users do on site), Monetization (revenue and transactions), Retention (user return rates), and User Demographics. For custom analysis, use Explorations which offer free-form, funnel, and path analysis reports.