As digital analytics remains critical to every company’s ability to make data-driven decisions, Google’s GA4 has emerged as a game-changer for developing deeper insights into user behavior and improved decision-making. In this exclusive Q&A, we sat down with SEO Specialist, Victor Lopez, to explore the capabilities and potential of GA4.

Question #1

What does GA4 allow companies to do that Google Analytics didn’t?

Victor Lopez: GA4 is a significant leap from its predecessor. It’s built on a foundation of privacy-first tracking, machine learning, and predictive analytics. Unlike the previous versions, GA4 focuses more on the user journey rather than mere session-based data. This shift allows companies to gain a holistic view of customer interactions across platforms and devices, providing better insights and a more comprehensive understanding of the user experience.

Question #2

What’s the difference between Events and Conversions in GA4?

Victor Lopez: In GA4, ‘Events’ track user interactions with content that can be measured independently from a web page or a screen load. These could be downloads, video views, or clicks on links. ‘Conversions,’ on the other hand, are specific events that you’ve marked as valuable, such as form submissions or completed purchases. Understanding the distinction helps businesses tailor their analytics to focus on what matters most – the actions that drive value and the behavior they must influence to inspire those actions.

Question #3

Which events or conversions should B2B companies be most focused on in 2024?

Victor Lopez: For B2B companies, the focus should be on conversions that indicate a high level of buyer interest or intent. These include actions like downloading a whitepaper, signing up for a webinar, or requesting a demo. Tracking these conversions can provide valuable insights into the effectiveness of your content and the buyer’s journey.

Question #4

What’s one success story you can point to that highlights a good use case for GA4?

Victor Lopez: One notable success story involves a client who leveraged GA4 to optimize their user engagement. By analyzing the user behavior data from GA4, they were able to make specific design changes to their website, resulting in a 25% increase in demo requests and a 15% boost in overall user engagement. This case exemplifies how GA4’s insights can directly impact business outcomes.

Question #5

Where do you see the most exciting potential regarding GA4?

Victor Lopez: The most exciting potential of GA4 lies in its predictive analytics capabilities. With machine learning, GA4 can forecast future customer behavior, like potential churn or the likelihood of conversion. This predictive power enables businesses to be more proactive in their strategies, tailoring experiences to individual user needs and potentially increasing conversion rates.


Google’s GA4 is more than just an analytics tool; it’s a comprehensive platform that offers businesses the insights needed to navigate the digital landscape effectively. As Victor Lopez highlights, its capabilities in tracking user journeys, understanding conversions, and predicting future behaviors make it an invaluable asset for any forward-thinking company.

Bill Skowronski

Content Director

Meet The Author

I’m a staunch defender of intentional strategy, return on improvement and outcomes over outputs as a model for better marketing, rather than more of the same. As a former journalist and a student of Philosophy, I’m a question asker and a deep thinker. That’s why I know what content moves people from awareness to action—and I’m not afraid to use it.

If You Enjoyed This Article, Check Out These….

Join Thousands Of

Like-Minded Folks

Receive monthly business growth tips
and event invites right to your inbox.