# Google Analytics 4

GA4 setup, configuration, and reporting.

## Initial Setup

### Property Configuration
- Create GA4 property
- Install measurement ID
- Configure data streams
- Enable enhanced measurement

### Basic Settings
- Data retention (14 months max)
- Reporting time zone
- Currency
- Industry category

## Event Tracking

### Automatic Events
- page_view
- scroll
- click (outbound)
- site_search
- file_download
- video_engagement

### Recommended Events
| Event | Use Case |
|-------|----------|
| sign_up | Account creation |
| login | User login |
| purchase | E-commerce |
| generate_lead | Lead capture |
| add_to_cart | Cart addition |

### Custom Events
- Define based on business needs
- Use parameters for details
- 500 distinct events max

## Conversions

### Setup
1. Identify key actions
2. Create/mark as conversion
3. Assign value (if applicable)
4. Test tracking

### Common Conversions
- Form submissions
- Purchases
- Sign-ups
- Downloads
- Key page views

## Audiences

### Standard Audiences
- All users
- New users
- Returning users
- Purchasers

### Custom Audiences
- Based on behavior
- Based on parameters
- Predictive (ML-based)
- Sequences

## Reports

### Lifecycle Reports
- Acquisition
- Engagement
- Monetization
- Retention

### User Reports
- Demographics
- Tech details
- Geography

### Exploration
- Free-form analysis
- Funnel exploration
- Path exploration
- Segment overlap
