Is Google Analytics Still Relevant in 2024?

Google Analytics has guided business decision making for more than a decade. Now that Universal Analytics has been retired and Google Analytics 4 (GA4) has replaced it, many business owners are unsure whether they should continue relying on the platform at all.

If GA4 feels unfamiliar or confusing, you are not alone. This guide explains what changed, why GA4 still matters, and how to use it to support your marketing strategy.

What Changed: Universal Analytics vs GA4

Universal Analytics and GA4 do not work the same way. The transition was not a simple update. It was a shift to an entirely new measurement model.

Universal Analytics (Old System)

• Session based

• Relies heavily on cookies

• Limited cross device measurement

• Less accurate under modern privacy rules

  
  

GA4 (New System)

• Event based

• Designed for cross device tracking

• Works better with privacy changes

• Provides deeper behavioral insights

  
  

GA4 gives businesses more control and higher quality data, but it requires proper configuration.

How GA4 Tracks Users Today

GA4 measures every action as an event. This creates more flexibility and insight into how users behave.

Examples include:

• page_view

• click

• scroll

• file_download

• form_submit

• purchase

  
  

Event based data offers more detail, but also requires intentional setup to ensure you are tracking actions that truly matter.

Common Issues Business Owners Experience With GA4

GA4 is a powerful tool, but many users find it challenging. The most common issues include:

• Missing or incomplete conversion tracking

• Data that does not match Google Ads

• Automated events that do not reflect business goals

• Hard to locate reports

• Confusing property settings after migration

  
  

GA4 performs well only when configured carefully to match your business structure.

How to Track Conversions in GA4

Conversions are the most important data points in GA4. They allow you to evaluate performance and optimize your advertising.

How to mark a conversion in GA4

1. Open Admin

2. Go to Events

3. Find the event you want to track

4. Toggle Mark as conversion

   
   

This tells GA4 which actions matter most to your business.

Linking GA4 With Google Ads

If you run Google Ads, linking GA4 is essential. It enables:

• Smarter bidding

• Stronger optimization

• Shared audiences

• Improved conversion tracking

• Consistent reporting

  
  

How to link GA4 to Google Ads

In GA4, open Admin, select Product Links, choose Google Ads Links, and complete the setup.

This connection ensures your campaigns use accurate, real time data.

Should You Still Use Google Analytics in 2024

Yes. GA4 remains one of the most powerful and reliable analytics tools available. It provides deeper behavioral insights, works across devices, and is built to align with the future of digital privacy.

Most businesses do not need a replacement. They need proper configuration.

Do You Need an Alternative to GA4

Some alternatives exist, but most businesses do not benefit from replacing GA4.

The real problem is usually:

• Incorrect setup

• Missing events

• Poorly structured conversions

• Lack of reporting customization

• Google Ads not linked properly

  
  

Once GA4 is configured correctly, it becomes a highly effective measurement tool.

Final Thoughts: GA4 Is Worth Using When Set Up the Right Way

GA4 is powerful and future focused. It helps you understand how customers interact with your website and how your marketing drives real results. When set up properly, it supports better decision making and stronger advertising performance.

However, many business owners do not have the time or expertise to configure GA4 on their own.

That is where Buddylytics can help.

Let Buddylytics Manage Your GA4 Setup and Reporting

If you want reliable tracking, accurate data, and clear reports without the frustration of technical setup, Buddylytics offers complete analytics support.

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