10 Kickass Uses and Tips of GA4 Agency Owners Don't Let You Know

Google Analytics 4 (GA4) is a game-changer for tracking and analyzing website performance, but many agency owners and digital marketers are still getting used to its features. GA4 introduces new ways of tracking, analyzing, and understanding user behavior, offering powerful insights that can transform how you manage your digital marketing strategies.

In this article, we’ll reveal 10 kickass uses and tips of GA4 that agency owners might not want you to know. These features are designed to elevate your analytics game, help you make data-driven decisions, and ultimately improve the performance of your clients' websites.

In GA4, you can create custom events tailored to your specific business needs. Unlike Universal Analytics, where event tracking was often complex and limited to a few predefined parameters, GA4 allows more flexibility with event setup.

Tip: Track unique user actions like button clicks, form submissions, video plays, and more with custom events. For example, you can track how far users scroll down a page, which can give you insights into content engagement.

How It Works: You don’t need additional coding with GA4’s enhanced measurement feature, which automatically tracks events like scroll depth, outbound clicks, site search, and video engagement.

GA4 provides cross-platform tracking, which means you can track user behavior across both websites and apps in a single property. This is perfect for businesses with an integrated online presence across multiple platforms.

Tip: Link your Google Ads, Google Play, and Firebase apps to your GA4 property for a holistic view of user engagement across devices and platforms. This eliminates the need to track mobile apps separately and gives you a unified report on user behavior.

How It Works: With GA4, you can view users' journey from app interactions to website visits, enabling you to better understand cross-platform engagement.

GA4 gives you the ability to create custom audiences based on specific user behaviors, demographics, or any other data available in your account.

Tip: Use this feature to target high-value users for remarketing, or segment users who perform specific actions (e.g., made a purchase, spent a certain amount of time on the site, or engaged with a specific piece of content). This allows for more personalized marketing.

How It Works: You can create detailed audiences and use them for Google Ads retargeting or email marketing campaigns, ensuring you're reaching the right people with the right message

GA4 offers predictive metrics that help forecast future actions based on historical data. These predictions can help you make more proactive marketing decisions and tailor campaigns to likely future behavior.

Tip: Use GA4’s predictive metrics, such as “purchase probability” and “churn probability,” to adjust your strategies in real-time. For example, if a customer is highly likely to purchase in the next 7 days, consider sending a targeted email offer.

How It Works: These predictive insights are based on machine learning models and can guide your campaigns by identifying users who are most likely to take specific actions, making your marketing more focused and efficient.

GA4’s enhanced eCommerce feature offers deep insights into product performance, sales funnels, and user behavior during the checkout process.

Tip: Leverage this feature to track product views, add-to-cart actions, completed purchases, and refund requests to optimize your online store's performance. You can even track product performance over time to see what’s driving the most sales.

How It Works: The enhanced eCommerce setup automatically tracks shopping behaviors like product impressions, add-to-cart events, checkout progression, and more. This can help identify friction points in your sales funnel and improve conversions.

GA4 allows for the creation of custom dashboards tailored to the metrics that matter most to your business or clients. These customizable dashboards help you monitor real-time data and track the performance of multiple KPIs from a single view.

Tip: Set up a dashboard that tracks key metrics like user engagement, conversion rates, traffic sources, and revenue in real-time. This provides a quick overview of the performance and helps you take immediate actions when needed.

How It Works: With GA4's drag-and-drop dashboard customization, you can create a unique layout with visualizations such as pie charts, line graphs, and tables that focus on your most important KPIs.

GA4 puts user behavior at the center of its analysis, giving you detailed insights into user journeys, retention, and lifetime value. With GA4, you can track individual users across sessions, giving you a better understanding of how each user interacts with your site or app over time.

Tip: Use user lifetime metrics to track the total value each user brings to your business, which will help you better understand customer behavior and tailor retention strategies accordingly.

How It Works: By using GA4’s user-centric data, you can see patterns of engagement that go beyond session-based tracking, offering a more complete view of long-term customer behavior.

One of the standout features of GA4 is its integration with BigQuery, allowing users to export raw data for advanced analysis. This is particularly useful for larger businesses or agencies managing multiple clients, as it provides an in-depth analysis of user interactions.

Tip: Use BigQuery to run custom queries, combine GA4 data with other business data, and generate advanced reports that give you a more nuanced understanding of your digital marketing performance.

How It Works: BigQuery is perfect for users who need to perform complex analysis, such as cohort analysis, custom reports, or combining marketing data with other business KPIs. This level of granularity is unmatched in traditional Google Analytics.

As data privacy regulations like GDPR and CCPA become more important, GA4 introduces more robust features for compliance. For example, GA4 allows you to anonymize user data and control the retention of personal data in accordance with privacy laws.

Tip: Use GA4’s privacy controls to manage user consent and ensure that your data collection practices comply with current regulations. This is essential for avoiding penalties and maintaining consumer trust.

How It Works: GA4 automatically integrates privacy-related features such as data retention controls and user consent management, making it easier for businesses to stay compliant with laws governing user data.

GA4 uses event-based tracking, which is more flexible and efficient than the old session-based model of Universal Analytics. This allows GA4 to collect more granular data on user interactions, helping you gain deeper insights into how visitors behave on your website or app.

Tip: Switch to event-based tracking in GA4 to capture specific actions (such as button clicks, form submissions, or video views) rather than relying on predefined sessions. This ensures that you're capturing every relevant interaction with your brand.

How It Works: Instead of tracking only page views, GA4 tracks specific events, allowing you to have a more precise understanding of what users are doing on your site. This makes it easier to monitor and improve engagement.

GA4 offers an entirely new approach to tracking and analyzing user behavior, and its innovative features are designed to help you get deeper insights, streamline your processes, and ultimately improve performance. These 10 kickass uses and tips of GA4 are game-changers for businesses and agencies in 2025, providing enhanced personalization, advanced analysis, and automation that can help you take your digital marketing efforts to the next level.

Whether you’re using predictive metrics to drive conversions, optimizing eCommerce data for better sales performance, or automating event tracking, GA4 gives you the tools to make smarter, data-driven decisions and accelerate growth in a more privacy-conscious world. By mastering these features, you can stay ahead of the curve and unlock new levels of success for your clients or business.