Explain how Google Analytics 4 works to someone new to marketing.

What the interviewer wants to hear

• GA4 is event-based: every interaction is an event
• Users, sessions and engagement metrics
• Key events mark important actions
• Traffic sources and channels using UTMs
• Reports and explorations
• Consent and privacy affect data

Model answer

GA4 collects data about how people use a website or app. Everything is recorded as an event, such as a page view, a scroll, a click or a purchase. Events are grouped into sessions, which are visits, and linked to users. GA4 measures engagement, for example engagement rate, which shows how many sessions were meaningful, such as staying more than 10 seconds or viewing two pages. We mark the important actions, like sign-ups or purchases, as key events. GA4 also shows where visitors came from, such as organic search, paid ads or email, and UTM tags help it identify campaigns correctly. You can use standard reports for quick answers and explorations for deeper analysis. One thing to remember is that people who decline cookies may not be fully tracked, so numbers are not perfectly complete.

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