Google Analytics 4 (GA4) is the current Google analytics product. Universal Analytics (UA) was sunset in 2023 — exam answers and workplace practice should center on GA4, not the old Audience / Acquisition / Behavior / Conversions report menu.
What GA4 gives marketers
- Acquisition: How users arrive (organic search, paid, social, referral, direct).
- Engagement: Pages, events, engaged sessions, average engagement time.
- Monetization / key events: Purchases and other outcomes you mark as key events.
- Explorations: Custom paths, funnels, and segment comparisons beyond standard reports.
- Audiences: Groups you can reuse for analysis or (with proper linking) ads remarketing.
Google Tag Manager (GTM)
GTM is a tag management system. Instead of hard-coding every tracking snippet into the site, marketers/developers publish tags (GA4, Meta Pixel, conversion tags) from one container. Benefits: faster changes, version history, and cleaner site code.
Typical stack: website → GTM container → GA4 + ad pixels.
UTM parameters
UTM tags are query parameters added to campaign URLs so analytics can credit the right source:
utm_source(e.g. facebook, newsletter)utm_medium(e.g. cpc, email)utm_campaign(e.g. dashain_sale_2026)- optional:
utm_content,utm_term
Without UTMs, paid social and email often collapse into “referral” or “direct” and you cannot trust channel reports.
Other useful tools
- Google Search Console: Search queries, indexing, Core Web Vitals — pairs with GA4 for SEO.
- Matomo: Self-hosted alternative when data residency matters.
- Microsoft Clarity / Hotjar-style tools: Session replays and heatmaps (use with consent).
- Looker Studio: Dashboards that combine GA4, Ads, and Sheets for clients.
Universal Analytics vs GA4 (exam note)
| Topic | Universal Analytics (legacy) | GA4 (current) |
|---|---|---|
| Model | Sessions + pageviews | Event-based |
| Conversions | Goals | Key events |
| Reporting UI | Audience / Acquisition / Behavior / Conversions | Life cycle + Explore |
| Status | Sunset | Standard |
Nepal practice: Install GA4 via GTM, mark WhatsApp/call clicks as key events, and UTM every Meta and Google Ads landing URL before spending budget.
Case study: UTM discipline for an agency client
A client swore “Facebook does nothing” because GA showed Direct. After mandatory UTM templates on every boosted post and WhatsApp link shortener, paid social finally appeared as a converting source — budgeting arguments became evidence-based.
Learn more: Google Analytics services in Nepal.
