Why We Still Use Google Analytics 4
How NF Digital uses GA4 carefully for traffic, engagement and conversion evidence without pretending it tells the whole story.
Introduction
Google Analytics 4 is not perfect, but it is still useful when it is configured properly and read with care.
Why we use it
We use GA4 to understand how people arrive, what they do, where they leave and whether the site is supporting business goals. It helps connect SEO, campaigns, content and website changes to user behaviour.
Where it fits in our workflow
- Check traffic sources before making marketing decisions.
- Review landing pages and engagement patterns.
- Track contact, enquiry or ecommerce events where configured.
- Compare before and after periods when improvements are made.
- Use behaviour data alongside Search Console, not instead of it.
Strengths
- Good for direction of travel and broad behaviour patterns.
- Useful when linked with Search Console and Google Ads.
- Supports reporting across websites, content and campaigns.
- Helps identify pages that attract visits but fail to convert.
Limitations
- GA4 is easy to misread.
- Tracking gaps are common.
- Privacy settings, consent and attribution limits can affect data.
When we recommend it
We recommend GA4 where a business needs a practical view of traffic, content and conversion behaviour.
When we don’t
We do not rely on it alone for SEO decisions. Search data, enquiry quality and client feedback matter just as much.
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Relevant Capabilities
Related Capability
Client Partnerships
More Resources
- Google Search Console
- GTmetrix
- Seobility