# What is Google Analytics (GA4)?

What is Google Analytics (GA4)? The most widely used measurement platform in eCommerce. Tracks traffic, behavior, sources, conversions, and customer journeys.

## How it works in practice

GA4 is your store's 'security camera.' Without it, you're flying blind. With GA4 configured correctly, you know: where visitors came from, what they did, where they dropped off, and what they bought.

## Related metrics

- Conversion Tracking — GA4 measures conversions
- Traffic Sources — segmented by source
- Funnel Analysis — GA4 Explore includes a Funnel report
- Google Ads — connecting GA4 to Google Ads is essential

## Common misconception

'GA4 is installed, so it's set up correctly.' No. GA4 installed without Enhanced Ecommerce means you can't see revenue, products, or funnels. In 70% of stores, GA4 is installed but not configured.

## How to fix it

GA4 not showing sales data? (1) Verify the purchase event fires — use GA4 DebugView, (2) verify items are sent with product_id/price/quantity, (3) connect to Google Ads, (4) set up audiences for remarketing.

## Real-world example

A cosmetics store: GA4 showed 'no revenue data.' Investigation revealed the purchase event was missing currency. Adding currency:'USD' revealed all the revenue — $22K that had been thought lost.

## Where to start

Set up GA4 Enhanced Ecommerce before any marketing decision. Minimum: purchase + add_to_cart + begin_checkout events plus a Google Ads connection.

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Category: Analytics · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/google-analytics-ga4