Google Analytics 4
Google's analytics platform for measuring what matters across your website and store.
Overview
Google Analytics 4 is the standard for web and app analytics — built around events, user journeys, and predictive insights. For eCommerce businesses in particular, GA4's conversion tracking, data layer integration, and audience tools make it a foundational part of any measurement stack.
Key Features
What makes Google Analytics 4 powerful
eCommerce Conversion Tracking
Track add-to-cart, checkout steps, purchases, and revenue with precision using GA4's eCommerce event schema — giving you accurate data on what's actually driving sales.
Data Layer & Custom Variables
Push structured data from your website or app into the data layer to capture custom dimensions, user properties, and business-specific events that standard tracking misses.
Audience Builder & Remarketing
Build behaviour-based audiences from GA4 data and push them directly into Google Ads for smarter retargeting — based on what users actually did, not just what pages they visited.
BigQuery Export & Reporting
Export raw, unsampled GA4 event data into BigQuery for advanced analysis, custom reporting in Looker Studio, or integration with your wider data stack.
GA4 properly implemented, with the right data layer structure and eCommerce events, is genuinely powerful. The gap between a default GA4 install and a properly configured one is enormous. A great fit for most data-driven marketing teams.
Robert Mattar
Founder, FlowHQ
Best Fit
Who Google Analytics 4 works best for
Every platform has a context where it truly shines. Here's where we see Google Analytics 4 deliver the most consistent results.
eCommerce Stores
Businesses running Shopify, WooCommerce, or BigCommerce that need accurate purchase tracking, funnel visibility, and audience data connected to Google Ads.
Google Ads Advertisers
Teams spending on Google Ads who need reliable conversion data flowing back into campaigns for smart bidding and ROAS optimisation.
Data-Driven Marketing Teams
Marketing operations teams who want GA4 feeding clean event data into Looker Studio, BigQuery, or their CRM for cross-channel reporting.
What we do
How Flow works with Google Analytics 4
GA4 acts as the primary web and app measurement layer — tracking user behaviour, conversions, and revenue events, and feeding that data into Google Ads, Looker Studio, and BigQuery.
GA4 property setup and configuration
eCommerce tracking implementation via data layer and GTM
Custom event and conversion tracking design and build
Data layer audit, documentation, and variable setup
Google Ads conversion linking and audience configuration
BigQuery export setup and Looker Studio reporting
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