Why It Was Chosen
The business needed better visibility into user behavior across devices and platforms. GA4 was adopted to support event-based tracking and future-proof analytics as Universal Analytics was deprecated.
How It Was Implemented
GA4 was configured with custom events tied to key user actions such as:
- Product views
- Add-to-cart actions
- Checkout steps
- Conversions
Reporting focused on trends and directional insight rather than absolute precision.
What Worked Well
- Event-based tracking offers flexibility
- Strong cross-device user visibility
- Useful for identifying behavior patterns
- Integrates well with other Google tools
What Did Not Work
- Steep learning curve compared to Universal Analytics
- Reporting is not intuitive out of the box
- Easy to misinterpret data without context
- Often requires supplemental tools for clarity
Outcome and Impact
GA4 improved visibility into how users interacted with the site. While not perfect, it supported better-informed decisions when used with proper context and expectations.
Would I Use It Again?
Yes, but only with clear expectations. GA4 is best used as a directional decision tool, not a source of absolute truth.