Periodic Table of Google Analytics 4
interface
conversions
behavior
product
audience
settings
acquisition
data
In 2013, I made the original Periodic Table of Google Analytics, and with the release of Google Analytics 4, it’s time to update. I developed this project because I noticed my students were simultaneously in awe of GA and overwhelmed by the information it provides. To make things simpler, I developed a visual display of all the powerful options Google Analytics offers.
This visual tool is here to help you simplify and organize the many components of Google Analytics 4 and understand how they relate to one another.
interface
Enjoy the new GA4 interface and browse your data in new ways. Templates help you set up analysis models with ease, and automated insights highlight trends and unexpected changes. As always, real-time reports let you see who’s on your site right now, anytime.
Custom Navigation
You can customize your GA4 reports to include your own navigation.
Exploration Hub
Explore your Google Analytics data in new and beautiful ways
Automated Insights
While you were out… this happened
Exploration Templates
Build powerful analysis models in a few clicks
Realtime Reports
Who is visiting your site right now?
audience
Feel confident knowing you can closely monitor your audience behavior in GA4. Create custom audiences by grouping together similar visitors and delve deep into analysis. Understand key qualities of your users by tracking visitor tech and demographics, all while respecting their privacy.
Tech
Understand the details of your users and their browsers
Audiences
Create groups of similar website visitors into audiences for deep analysis (replaces advanced segments)
Demographics
Get to know your visitors better while respecting privacy
conversions
Get to the purpose of your website by monitoring your conversions. Look at monetization to see how your site is generating revenue. Learn how people are buying in your apps with in-app purchases, and create custom funnels to follow your users’ navigation paths. Monitor publisher ads to improve performance, and, with some light coding, see a summary of your ecommerce purchases.
Monetization
How does your site make money?
In-app Purchases
App economy all-star? Learn how many people are buying within your apps!
Publisher ADs
Unlock deeper ad performance reporting and improve results
Ecommerce Purchases
Summarizing your most important money-makers (some code required)
Funnels
Customize your funnels to the greatest extent possible
Conversions
"The How Much" - What is the purpose of your website?
settings
Choose between reporting by device or consolidating users by customizing your reporting identity. Configure your property and administrator settings to ensure your account is running smoothly and you control who has access. Configure your data retention to clear away unneeded information and hold on to important data as long as needed.
Reporting Identity
Do you want to report by device or consolidate users?
Custom Dimensions
Make use of GA4's generous number of custom dimensions
Administrator Settings
What can you do to make sure your account runs smoothly?
Property Settings
Settings that are tied to your unique web property
attribution model
How do you want to attribute conversions in your account? You can finally set an account-wide attribution model in GA4!
User Management
Who can access your account?
behavior
Analyze your user behavior with just a few clicks in GA4. Look at your events reports to understand the important actions your users are taking. Easily see your pages and screen views to decide where to optimize, and monitor your user engagement to see how long people are staying on your site and each page.
Pages and Screens
What are they looking at on your site?
Events Report
Everything in GA4 is an event, but the events reports have special meaning!
Engagement
Are your visitors 10 second wonders or long haulers?
ACQUISITION
Learn about how users are coming to your site with GA4 acquisition. Are visitors arriving via organic search, paid campaigns, referrals? Find out in GA4 and build a higher ROI by retaining users through your acquisition analysis.
Traffic Acquisition
Where you can learn about your website traffic sources
Acquisition
How are you acquiring users and traffic to your site?
PRODUCT
Enjoy the new GA4 event-based data model and all it has to offer. Analyze data from your iOS app, Android app, and website in a single Analytics property with data streams. Capture user properties while respecting their privacy, and check your change history at any time to see who made changes and when. The setup assistant will help you get started, and the debug view is sure to be a favorite.
Event Based Data Model
This is what makes Google Analytics 4 different (and more efficient) than previous versions of GA
DebugView
The best feature in GA4, hands down!
Setup Assistant
The best way to get started with GA4
Data Streams
Pull data from your website and apps directly into GA4 with streams
User Properties
Capture everything you know about a visitor without identifying them personally
Change History
Who did that? When did they do it?
DATA
Relax knowing you have complete control over your data in GA4. You now have the freedom to delete data in Google Analytics, so no more unneeded information clouding your reports. Use data filters to modify and clean your data before it enters your account, and explore Bigquery Linking for instant access to your raw analytics data. Google signals allow for cross-device tracking, and you can even import your offline data to Google Analytics with data import.
Data Import
Import your offline data into Google Analytics
Data Deletion Requests
You can now (finally) delete data from Google Analytics!
Clean Data
The quest for clean data is neverending, but got a lot easier in GA4
Google Ads Linking
Seamlessly link your Google Ads data to Google Analytics reports
BigQuery Linking
Get lightning fast access to your raw analytics data!
Search console linking
View your search data inside GA4
merchant center linking
Get better tracking for free and paid Google product listings
advanced ad management linking
Connect with Google's premium advertising products like Ad Manager, Search Ads 360, and Display & Video 360
Data Retention
How long should you retain data in your GA account?
Data Filters
Modify and clean your data before it enters your account
Google Signals
Cross-Device tracking with a little machine learning mixed in