Google Analytics (GA4) cheat sheet

Google Analytics (GA4)

• GA4 uses an event-based data model: every interaction is an event with a name and up to 25 parameters; there are no separate hit types for pageview, screenview, or transaction.

• Event categories are automatic (collected by gtag or the SDK, e.g. page_view, session_start, first_visit), enhanced measurement (toggled in the UI, e.g. scroll, outbound click, site search, file download), recommended (standard names such as login, sign_up, purchase, add_to_cart), and custom.

• Session definition: a session starts with a new user or a new campaign, or after 30 minutes of inactivity (configurable session timeout, default 30 min). Engaged session = lasted over 10 seconds, OR had at least one conversion event, OR had at least 2 page_view/screen_view events.

• Key metrics: Users (total distinct users), Active users (users with an engaged session in the date range), New users (first_visit), Sessions, Engaged sessions, Engagement rate = engaged sessions / sessions, Events per session, Event count, Conversions (count of events marked as key events).

• Key events (formerly conversions) are events you mark as important; a key event can be counted once per session or every occurrence depending on the 'Count' setting, and advertising attribution can be enabled per key event.

• Traffic source dimensions: Session source/medium/campaign are first non-direct attribution for the session; User source/medium is the first-ever source. Manual campaign tagging uses utm_source, utm_medium, utm_campaign, utm_id, utm_term, utm_content.

• Attribution: GA4 defaults to data-driven attribution for key events; lookback windows are 30 days for acquisition and 90 days for other conversions. Reporting identity options are blended, observed, and device-based.

• Retention and reporting: data retention is 2 months by default (14 months or 38 months optional for standard; 38 months max for Google Analytics 360), and the Explorations, funnel, and path exploration tools require the exploration feature rather than standard reports.

• Consent and collection: GA4 uses Consent Mode (basic or advanced) and does not collect analytics cookies without consent when consent mode is configured; Google signals and enhanced measurement can be disabled per data stream.