GA4 Advanced: Power Up Reporting & Next Level Features

Advanced Google Analytics 4 (GA4) can offer powerful insights — if you know how to utilize it effectively. In a recent expert-led session, we identified actionable tips for brand marketers on how best to optimise performance tracking, audience understanding, and campaign effectiveness.

Key Takeaways

1. Leverage custom reports to identify drop-offs

Standard reports won’t cut it when you're tracking complex customer journeys. Use GA4’s Explorations to build custom funnels and pinpoint exactly where users disengage, especially critical in multi-step conversion paths.

2. Free vs. paid GA4: When to upgrade

If you're approaching data limits or need unified reporting across multiple domains or regions, consider moving to GA4 360. Evaluate usage volume and reporting needs to decide whether the premium tier is a strategic fit.

3. Event-based tracking gives you flexibility - use it

Move beyond basic pageviews. Define custom events like “form_submit” or “video_play” to capture brand-specific user actions — no dev support required. This allows deeper conversion tracking aligned with brand goals.

4. Use segmentation to supercharge your insights

GA4's segmentation tools offer richer audience analysis than Universal Analytics. Compare key segments (e.g., high-value customers vs. first-time visitors) to tailor marketing strategies more effectively.

5. Avoid common setup mistakes

Marketers often overlook critical configurations. Review your event tagging, audit default channel groupings, and double-check data retention settings. Small fixes here can lead to much cleaner insights.

Watch the full session on demand.

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