Google Analytics 4 (GA4) reporting has standard reports to help you analyze your data and creates more functionality for customized reporting using the Explore tool. As such, some reports that you were used to in Universal Analytics are now part of Explorations.

Improve your website

Why data looks different in GA4

Evaluate landing page performance

Understand which pages have the most views

Understand where and why users leave my website

Use funnels to optimize lead forms and checkout flows

Understand which sources drive traffic to my site

Understand visitor demographics

Customize reports

Segment my data for better insights

Apply filters to reports

Customize overview reports

Customize detail reports

Filter out internal traffic

Filter out developer traffic

Drive key events

Set up key events (formerly goals)

Understand which channels drive the most key events

Find which landing pages drive the most key events

Optimize shopping cart

Audiences and advertising

Reach customers with Google Analytics 4 audiences

Remarket to customers who visit my website

Measure and improve Return on Ads Spend (RoAS)