Google Analytics 4: What You Should Know

If you’ve ever opened Google Analytics 4 (GA4) and instantly closed it because the dashboard looked like a spaceship control panel, you’re in good company. For many communications professionals, nonprofit leaders, and small-team marketers, GA4 feels less like a simple analytics tool and more like a puzzle written in code. Terms like page_view, session_start, and user_engagement can appear cryptic at first glance, and it’s easy to wonder which numbers actually matter.

Yet behind those data points lies a remarkably clear story about your audience — who they are, how they find you, and what inspires them to take action. Whether you’re promoting an event, managing a donation campaign, or tracking visitors to your blog, GA4 reveals patterns that can transform how you plan your next move.

Unlike its predecessor, Universal Analytics, which relied heavily on “pageviews” and “sessions,” GA4 treats every interaction as an event — a click, a scroll, a video play, or even a form submission. That shift gives you a deeper view of how users experience your site.

This guide is written for non-marketers who want to understand the essentials of GA4 without drowning in jargon. You’ll learn what each key metric means, how to visualize your data (using a real-world example), and how to translate those insights into decisions that move your organization forward. 
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By the end, you’ll read your analytics like a pro — no marketing degree required.

1. Visualizing GA4 at a Glance

Let’s look at a sample event snapshot, just like the one you might see in your own dashboard:

Quick takeaway:
Page views tell you what people see.
Engagement events show how they interact.
Clicks reveal what actions they take.

2. Understanding Each Metric in Context

A. Page Views vs. Sessions
A page view happens whenever a page loads, while a session starts when a visitor begins interacting with your site.

If you have 208 page views and 191 sessions, it means most visitors are exploring about 1–2 pages per visit — a healthy sign for smaller sites and local organizations.
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B. First Visits Show Growth
Your first 165 visits mean new audiences are discovering your site.
Compare that with returning users to gauge loyalty.

Pro tip: If first visits rise after an email campaign or ad, your outreach is working.

C. Scroll Events = Reading Engagement
One hundred sixty scroll events show readers reach the end of your content — great for long blog posts or event pages.
If this number drops below half your page views, try:

• Breaking long paragraphs
• Adding sub-headings or photos mid-page
• Placing your “Donate” or “Register” buttons higher up

D. User Engagement = Time Well Spent
130 user engagement events show that visitors are truly staying on your site.
GA4 only counts engagement if users are active (not tabbed away).
This is one of the most important indicators of meaningful interest.

E. Click Events = Conversions
Only three clicks might mean your call-to-action buttons need a stronger design or placement.

Make sure buttons are:

• Visible above the fold
• Clear (e.g., “Get Tickets” instead of “Submit”)
• Consistent in color and style across pages

3. Reading Your GA4 Reports

GA4’s interface is organized around Reports → Engagement → Events.

Step 1: Open the Events Table
You’ll see something like the chart above — a list of every tracked event with total counts.

Step 2: Click into an Event
Selecting “click” or “scroll” shows which page triggered those actions. This helps you see which blogs or campaigns attract interaction.

Step 3: Compare by Segment
Click Add comparison → Device category to see where engagement happens most (mobile, desktop, tablet).

Step 4: Adjust the Date Range
Look at trends over 30, 60, or 90 days. Traffic patterns tell better stories than daily spikes.

4. Turning Data Into Decisions

5. Pro Tips for Non-Marketers

• Save a custom dashboard with just your 5–6 most relevant metrics.
• Set clear conversions (e.g., form submission, donation).
• Annotate campaign launches — you’ll know exactly what caused spikes.
• Export monthly summaries to share with your board or team.
• Don’t panic over dips — focus on long-term movement, not daily fluctuations.​

Final Takeaway