GA4 replaced the old Universal Analytics in 2023. Every action on a site is an event: a page view, a scroll, a click on the phone number, a form submission. Conversions and reports are built from those events.
What needs setting up
Out of the box GA4 only measures the basics. To show where leads and orders come from, you need key events, a Google Ads link, cookie consent handling and internal traffic filtered out.
A common surprise
GA4 numbers do not match the ad platforms or the orders in your store. Every tool counts differently and some visitors decline tracking. What matters is the trend and comparisons within one tool.
