Configure (now under administration):

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Flexible events that can easily be activated as goals, target group forecasts and the DebugView – perfect for the GTM preview mode
The reports under the Configure menu item have also been in the administration since the end of 2022. This is where you will find the reports on events, conversions, target groups, custom definitions and the DebugView.

GA4 is based on an event structure, so that now virtually every hit is an event. The best thing, however, is that events can easily be activated as conversions, i.e. as goals, using a checkbox . These then appear under the “Conversions” tab. The purchase event is automatically marked as a conversion and is therefore a goal.
Target group analyses including forecasts (see next section) can be created and, as in UA, custom dimensions and metrics can be created. For users of the Google Tag Manager (GTM), the DebugView is a particularly useful feature that models the activities or events with the associated parameters in preview mode.
Predictive Metrics and Machine Learning
To make customer data even more accessible and germany mobile numbers list meaningful, machine learning is now used in GA4. GA4 predicts three metrics:
purchase probability, churn probability and revenue prediction.
Predictive metrics are available in audience lists and the exploratory analytics tool .
The prerequisites for using the forecast measurements are:
At least 1,000 returning users must have triggered the "Predictable" condition on 7 days in the last 28 days and at least 1,000 users must not (minimum number of positive and negative examples for buyers and churned users)
Model quality must remain constant over a certain period of time
The “purchase” event (with the parameters value and currency) must be implemented/sent so that data on the purchase and churn probability for a property can be returned (in_app_purchase is collected automatically)
New features in Google Tag Manager and more flexible events
Google Analytics 4 settings are no longer represented in GTM via a variable, but via an extra tag . In GA4, the data protection setting “anonymize IP” is already automatically integrated and no longer needs to be created as in the UA settings.
GA4 events also have their own tag template. These are no longer defined by category, action, label and value, but by parameters that are defined separately. An event can contain a maximum of 25 parameters and can therefore be designed very flexibly. Note: Each parameter (if it is not a standard in GA4) must be created separately as a user-defined dimension or measured value in the GA4 administration.

The problem, however, is that e-commerce data layer variables have been renamed and structured differently. For example, the familiar “id” in UA is now “item_id” or “transaction_id” etc. in GA4. The restructuring of the data layer means that in order to switch from UA to GA4, either e-commerce codes have to be re-implemented or more complex GA4 configurations have to be made in GTM.

Automatic tracking (optimized analytics)
One important change is certainly that many metrics are now measured as events and are no longer considered standard user interactions.

Some events, such as page views, scrolls, clicks on external links, website searches, video engagement and file downloads are now automatically activated in GA4 during setup under “Optimized Analytics” . No code changes are required for this. These can also be deactivated if required under Administration > Data Streams > Optimized Analytics.

By default, the scroll event is only triggered when the page scrolls to 90%. If other percentages are to be measured, an extra scroll tag must be implemented.