The Most Overlooked Metrics in Google Analytics 4 (GA4)

Google Analytics 4 (GA4) has been a big shift for marketers. It replaced the old session-based Universal Analytics with an event-based model, changing the way we measure performance. While most people focus on surface-level numbers like total users and conversions, GA4 offers deeper insights—if you know where to look.


Here are some of the most overlooked GA4 metrics that can uncover opportunities to improve engagement, conversions, and revenue.


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