Google Analytics 4 for SMEs: Setup and the most important reports

Since Universal Analytics was discontinued in July 2023, GA4 has been the only option in the Google ecosystem. The new system is more powerful than its predecessor – but also more complex. Many SMEs have set up GA4 but don't know what to do with the data. That's wasted potential: those who understand their website data can base decisions about content, channels, and investments on solid ground instead of gut feeling.

What GA4 does differently from its predecessor

GA4 works on an event basis: instead of putting page views and sessions at the center, it captures user interactions as individual events — clicks, scroll depth, video views, form submissions. This enables a more detailed analysis of user behavior and better cross-device tracking. The catch: the familiar metrics from Universal Analytics are often gone or have different names. The bounce rate in particular no longer exists in its old form — replaced by the engagement rate.

Setup: what has to be right from the start

A correct GA4 setup lays the foundation for reliable data. The key steps:

• Use Google Tag Manager: Integrating GA4 via GTM is more flexible and easier to maintain than embedding code directly.
• Set data retention to 14 months: The default is only 2 months – insufficient for year-over-year comparisons. The setting is found under Admin → Data Settings.
• Exclude internal traffic: Your own visits distort the data. IP filters or referrer exclusion for internal domains prevent this.
• Define conversion events: Which actions are valuable for your business? Contact form submission, call click, download – these events must be marked as conversions.
• Integrate consent management correctly: GA4 may only collect data after consent. A legally compliant cookie banner with correct GTM integration is mandatory.

The five reports SMEs really need

GA4 has many reports — most of them are irrelevant for SMEs. These five deliver the real value:

• User acquisition: Where do your visitors come from? Organic search, Google Ads, direct, social media, referrals. This shows which channels actually deliver reach.
• Engagement overview: Which pages are used longest and most intensively? This identifies your most valuable content.
• Landing pages: Which pages do visitors land on first? This is crucial for first impressions and conversion optimization.
• Conversions: How many users complete the desired action? And which channel do the converting users come from?
• Technology: Which devices and browsers do your visitors use? Important for setting priorities in performance optimization.

GA4 and data privacy

By default, GA4 transfers data to the USA — which is problematic under Austrian and European data protection law. The privacy-compliant setup combines: Consent Mode v2 (data collection only after consent), IP anonymization, data processing with EU data storage, and a legally sound consent banner. If you want to be on the safe side, you also rely on server-side tracking — raw data never leaves your own server. The interplay of website technology and data quality is crucial here.

What the data is actually supposed to show

Analytics data is not an end in itself. Its value emerges when it answers questions: Which page generates the most inquiries? Which channel has the best ROI? Where do visitors drop off before getting in touch? Asking these questions – and answering them with the right reports – makes the difference between a website you merely operate and one you actively develop.