"You can't manage what you can't measure." Google Analytics 4 is the foundation of modern analytics — but only when it's properly configured. Raw page view numbers don't make decisions; the conclusions you draw from them do.
Why GA4?
Google Analytics 4 is not a "new version" of Universal Analytics. It's a completely different way of thinking about data:
- User-oriented, not session-oriented: One identity connects behaviour on the site, in the app, and across devices.
- Events as the foundation: Everything is an event — you can measure any interaction without the limitations of ready-made reports.
- Predictive analytics: Google's models suggest which users are closest to purchasing.
- Future-proof: UA has been shut down. GA4 is the current and future measurement standard.
What do we do at Tesserakt?
Auditing existing analytics
Before changing anything, we check what you have now:
- Configuration audit: Is the data complete, consistent, and reliable? Are you double-counting sessions and counting bots as users?
- Business goals map: We define what you really want to measure — sales, leads, engagement, retention — and only then do we select events for it.
- Measurement plan: A document that specifies what, where, and why we measure. No more random numbers in reports.
Implementation and configuration
- Installation via Tag Manager: We deploy GA4 through GTM so management is clean and without interfering with the code.
- Events and conversions: We configure events tailored to your business — from a button click to completing a transaction.
- E-commerce: Full measurement of the purchase funnel: product views, add to cart, checkout, and returns.
- Ads and BigQuery integration: Connecting advertising with analytics, and exporting raw data to BigQuery for advanced analysis.
Reports and dashboards
- Dedicated dashboards: Instead of digging through dozens of reports, you get one view with the most important indicators.
- Analysis and recommendations: We don't just show data — we explain what it means and what is worth changing on your site or in campaigns.
- Team training: We teach your people to read data so they make better decisions themselves.
GA4 and GDPR
Analytics in Europe is not only technology but also compliance:
- Consent Mode: We measure behaviour without cookies when the user doesn't give consent, staying GDPR-compliant.
- Anonymization and retention: We configure storage limits and IP masking according to requirements.
- Transparency: We help update the privacy policy and inform users about processing purposes.
When is GA4 not enough?
GA4 is powerful, but it has limits:
- Complex multidimensional analyses: For advanced analytics (combining many sources, ML models), we combine GA4 with BigQuery and dedicated BI solutions.
- Full data ownership: If you need 100% control over data (e.g. sector regulations), we recommend self-hosted solutions like Plausible, Matomo, or your own pipeline.
- Accuracy with ad blockers: Some users block tracking scripts. We supplement measurement with server-side data so the picture is more complete.
Summary
Google Analytics 4 is the eyes of every online business. Tesserakt doesn't just "set up GA4": it designs the measurement plan, implements events matched to goals, connects it with advertising, and reports in a way that actually leads to better decisions. Because data only makes sense when it leads to action.
