Study first
Review the ideas behind the questions
These notes explain how GA4 treats important events and assigns credit across traffic sources.
Key events mark important actions
GA4 events can be marked as key events when they represent actions important to the business, such as lead submissions or purchases.
- Only mark meaningful actions as key events.
- Do not mark every event as important.
- Use clear event names before relying on reports.
- Check that key events are collected before using them for decisions.
Attribution changes reporting context
Attribution helps explain which touchpoints get credit for key events. Different reports and linked products may use different scopes or settings.
- Attribution is about assigning credit, not changing what happened.
- Traffic-source reports and advertising reports can answer different questions.
- Linking Google Ads can help campaign reporting and audience use cases.
- Keep source and campaign naming consistent.
Use reports to diagnose, not guess
Good GA4 review starts with the business question. Reports, explorations, audiences, and comparisons should be chosen based on the decision being made.
- Use acquisition reports to understand traffic sources.
- Use events and key events to review user actions.
- Use audiences for reusable groups of users.
- Avoid sending sensitive personal information in analytics data.