The Marketer’s Guide to GA4 Reporting

GA4 revolutionized the way agencies track and report on client performance. Instead of surface-level metrics, rich data shows exactly how local customers engage with a business, from phone calls and appointment requests to location searches and repeat purchases. But making sense of GA4’s reports (and explaining them in a way clients actually understand) is where many agencies get stuck.

We've leaned into insights from our community of more than 7,000 agencies to create the most comprehensive guide for GA4 reporting. You’ll learn how GA4 organizes data, which reports matter most, and how to customize them to highlight the KPIs clients care about. We’ll also cover how to turn those reports into clear, actionable insights that improve decision-making, strengthen client communication, and prove the ROI of your marketing efforts.

What is Google Analytics 4?

Google Analytics 4 (GA4) officially took over from Universal Analytics in July 2023. The new and improved GA4 contains all of the essential Google Analytics insights we had come to rely on, plus many new features that deliver clearer, more actionable reports to clients.

The beauty of GA4 is that it moves away from fluff metrics and focuses on real business signals. Actions like appointment requests, service inquiries, location searches, and repeat purchases are all tracked as events, so you can show your clients exactly how customers engage with their business.

If you’re new to GA4, we recommend you start with our beginner’s guide to GA4 for marketers for the essentials.

Key differences between GA4 and Universal Analytics reports

With features like explore reports and other reports focused on user engagement and user attributes, GA4’s lifecycle-based organization tells a clearer story for local service businesses, connecting how users discover the brand to how they convert.

Let’s take a look at some prominent differences between the earlier Universal Analytics reports and today’s GA4 reports.

Data structure: Sessions vs. events

Universal Analytics organized data around sessions—distinct periods of user activity on a website. A single session could include multiple page views, form submissions, and other interactions, all bundled together.

GA4 tracks every interaction as an individual event. When a potential dental patient visits your client's website, views the services page, clicks the phone number, and fills out an appointment form, GA4 records four separate events rather than lumping them into one session.

With events reports, you can now show clients exactly what actions visitors take, not just that they visited. Instead of telling a hair salon owner "you had 200 sessions this month," you can report "visitors clicked your booking button 47 times and called your phone number 23 times."

Report structure and navigation

Universal Analytics used a straightforward left-sidebar navigation with familiar report categories like Audience, Acquisition, Behavior, and Conversions.

GA4 organizes reports around the customer lifecycle: Acquisition (how people find your client), Engagement (what they do on your client’s site), Monetization (revenue generation), and Retention (repeat visitors). The interface also includes a powerful search function that lets you find reports using natural language.

Bounce rate is gone (sort of)

Universal Analytics prominently featured bounce rate, the percentage of single-page sessions with no interactions. GA4 replaces bounce rate with engagement rate–the percentage of sessions that lasted longer than 10 seconds, included a conversion event, or had multiple page views.

While GA4 doesn’t show bounce rate by default, you can still track it by customizing standard reports.

Better attribution and cross-platform tracking

Universal Analytics mainly tracked website activity and had limited cross-device capabilities. GA4 provides comprehensive cross-platform tracking, connecting website visits with mobile app usage, and offers more sophisticated attribution models that track a customer's journey across multiple touchpoints.

For local service businesses with both websites and mobile apps (like restaurant ordering apps or salon booking apps), this functionality shows the complete customer journey. This is particularly valuable for businesses where customers might research on mobile but book appointments on desktop.

Enhanced conversion tracking

Universal Analytics used "Goals" to track important actions, with a limit of 20 goals per view. GA4 uses "Conversions" with no limit on the number you can track, and every conversion is automatically an event that provides detailed interaction data.

This allows agencies to track unlimited meaningful actions for local service clients—appointment bookings, service inquiries, phone calls, direction requests, review clicks—and show exactly how marketing campaigns drive each type of conversion.

While one benefit of GA4 is that it has more built-in conversions, for any custom conversions, they will need to be re-programmed. This takes some adjusting as they must first be created as "events" in Tag Manager or GA4 and then marked as conversions. Also, if you're using an analytics API configuration through a third-party app or platform, such as Shopify, WordPress, etc., these platforms have not caught up to all of the GA4 nuances and we have experienced issues with these configurations, resulting in the need to revert to hard-coding in the GA4 snippets.

Molly Lopez, Founder, Sparo Marketing

Real-time reporting improvements

Universal Analytics offered basic real-time reporting showing current visitors and their activities. GA4 provides enhanced real-time reports that show how different user segments interact with your client's website. During special promotions or grand openings, you can show local business owners live results, tracking appointment bookings and inquiries in real-time.

Privacy-first reporting

Universal Analytics collected detailed user data with fewer privacy controls. GA4 includes built-in privacy features like data retention controls, consent mode, and enhanced data deletion capabilities to comply with GDPR, CCPA, and other privacy regulations. This helps agencies ensure client compliance with privacy regulations—particularly important for healthcare practices, legal services, and other businesses handling sensitive customer information.

Advanced analysis tools

Universal Analytics offered basic custom reports and limited analysis capabilities. GA4's Explorations provides advanced analysis tools with intuitive visual interfaces, including funnel exploration reports, user acquisition cohort analysis, user lifetime analysis, behavior reports, and path exploration reports.

This functionality makes it easy for agencies to visualize data and show clients exactly how their customers move through their website, where they drop off in the booking process, and which marketing channels deliver the most valuable long-term customers.

How GA4 changes the way you build SEO reports

GA4's interface organizes everything around a central Reports section, where you'll find pre-built report collections and the ability to create snapshot views—essentially saved report configurations that highlight your most important metrics at a glance. 

Here’s how to build SEO reports that are clear, actionable, and tailored for local businesses.

1. Identify the KPIs that matter Decide which metrics tie directly to your client’s goals: appointment bookings, phone calls, review clicks, or landing page interactions. GA4 tracks these as custom events.

2. Use the Reports Tab to explore relevant data Pull insights from acquisition overview, engagement reports, and user flow reports. This gives a complete picture of how potential customers interact with the website.

3. Create a Reports Snapshot Use GA4’s snapshot feature or integrate GA4 with AgencyAnalytics to pull multiple reports into a single view. Highlight device category, landing pages, and high-value interactions.

4. Customize for each client

Add filters for location, service type, or marketing channel. This ensures the report is truly actionable for the business, not just a data dump.

5. Include visual aids

Screenshots of GA4 dashboards help clients immediately understand the insights. You can highlight retention reports, traffic acquisition, or monetization reports depending on your client's priorities.

6. Translate data into decisions End each report with clear takeaways. For example: “Phone calls from mobile users in the downtown area increased 30% this month. Consider boosting ads for this service in that location.”

Want more? Check out our article all about how to build SEO reports in GA4.

Use advanced dashboard filters to create the perfect view for your clients. Choose the metrics that matter and display data in clear visualizations that paint the full picture of your marketing efforts. Try AgencyAnalytics free for 14 days!

Types of reports in GA4

GA4 organizes reports around the customer lifecycle, making it easier to show how your marketing drives results.

Realtime Reports

Monitor active campaigns and traffic sources as they happen. Perfect for PPC launches or social media promotions, letting clients see live clicks, landing page activity, and immediate conversions.

Acquisition Reports

Track which channels drive the most qualified traffic and conversions. Highlight organic search performance, paid search ROI, and social media referrals. Show exactly which keywords, ads, or posts lead to appointments, calls, or other business actions.

User Reports

Understand who your clients’ visitors are and how they engage. Use demographics and device category to tailor campaigns and refine targeting.

Retention Overview Reports

See which campaigns keep customers coming back. Pair with active user data to show long-term growth, repeat visits, and loyalty.

Deliver the data points that clients actually care about. Translate Tech Details reports, Checkout Journey reports and Ecommerce Purchases reports into meaningful insights. Try AgencyAnalytics free for 14 days.

How to customize GA4 reports

With GA4's customization capabilities, it’s possible to create reports tailored specifically to each client's business needs and goals. Build reports based on actions that actually drive revenue, like phone calls, appointment bookings, and review engagement.

AgencyAnalytics has helped us seamlessly incorporate GA4 reporting for our clients. We are excited to see how we can expand our GA4 reporting by identifying and reporting on a slew of new KPIs found in GA4.

Rick Hogan, CEO & Co-Founder, Bleevit

Report customization options

Add or remove metrics: Focus on business-relevant KPIs like appointment bookings, phone calls, and service inquiries rather than generic web metrics.

Apply filters: Create focused views showing specific traffic sources, geographic regions, or user segments most relevant to local service businesses.

Modify date ranges: Compare performance across different time periods to identify trends and seasonal patterns.

Create custom dimensions: Track business-specific attributes like service types, location visits, or customer segments.

Create custom reports for local service clients

Building client-friendly Google Analytics reports is more art than science. Every client is different, and your reports should reflect this.

GA4 treats every action as an event, which you can flag as conversions to show exactly how marketing moves the needle. See Google’s guide for the full breakdown.

Turn raw data into client-ready insights. Connect GA4 to AgencyAnalytics and pull data from multiple reports into an easy-to-use reporting dashboard. Start your free 14-day trial now.

Common GA4 reporting use cases

Now that we understand how to create GA4 reports, and the various types of reports that can be produced natively within the platform, let’s take a look at some of the use cases.

Monthly performance reviews

Most agencies simply report data: Traffic up 15%, conversions up 8%, and so on. In doing so, they miss out on the real strategic opportunity that monthly GA4 reviews represent. The key is using GA4's capabilities to create narratives that illustrate improvements over time rather than to compare multiple metrics

Use GA4's cohort analysis to reveal the long-term value of your marketing efforts. You might discover that prospects who first visited your client's website in January are still booking appointments and that 23% of this month's new patients had their first website interaction over 90 days ago.

This proves that brand-building is a long game, and shows clients that marketing results compound over time. It also frames monthly user acquisition reporting as strategic business intelligence rather than proof that you're fulfilling basic obligations.

Make your agency indispensable. Tie organic search traffic, campaign performance, and transactions reports directly to client growth with GA4 + AgencyAnalytics. Try it free for 14 days.

Campaign attribution

Imagine a scenario where GA4's data-driven attribution reveals that local service businesses have "trust-building funnels" where awareness campaigns appear to underperform but actually drive 70% of eventual conversions. Use attribution modeling to identify "sleeper channels”–marketing activities that don't deliver immediate ROI but lay the foundation for future conversions.

Your client's content marketing might generate zero direct leads but it creates the credibility that makes their Google Ads three times more effective.

Service portfolio optimization

Transform basic service page reporting into strategic business intelligence by categorizing client services as:

• Cash cows: High-volume, reliable conversion services, like oil changes for auto shops.

• Growth opportunities: Emerging high-value services with increasing demand.

• Strategic investments: Low-volume, high-margin services that build brand perception.

• Question marks: Services with unclear market demand.

For even greater visibility, use predictive analytics from AgencyAnalytics to forecast seasonal service demand, so your clients can optimize staffing, inventory, and marketing spend.

Best practices for better GA4 reporting

Perfecting your agency’s GA4 reporting will elevate the quality of information you provide to clients, reinforcing your value and enhancing long-term retention. Let’s explore some best practices to help you get there.

Focus on business objectives, not vanity metrics: Replace traditional metrics like bounce rate with engagement-focused KPIs that actually drive results.

Use custom events and new reports: Track the actions that matter most for each client and uncover trends in user behavior.

Combine GA4 with other tools: Google Tag Manager and Google Search Console add richer insights to your reporting.

Pull multichannel funnel reports and export data: Give clients a complete view of performance across campaigns, devices, and channels.

Provide visual context: Screenshots, charts, and dashboards make insights tangible and easy to understand.

Turn GA4 reports and data analysis into results

GA4 gives you the tools to go beyond standard reports and baseline reports. Track custom events, monitor user flow, and pull acquisition overview data to see exactly how clients’ local customers interact with their business. Screens reports, engagement reports, and monetization reports help you analyze data in a meaningful way, revealing which channels and actions drive revenue and retention.

By combining Google Analytics data with tools like Google Tag Manager and Google Search Console, you’ll create reports that highlight real client outcomes—from in-app purchases and phone calls to landing page engagement. Use automated insights and new reports to uncover patterns, optimize marketing efforts, and demonstrate measurable ROI.

If you want your GA4 data to actually tell a story, try connecting it with AgencyAnalytics. Combine data from Google Analytics 4 with over 80 platform integrations for real-time insights that fuel data-driven decision making.

With engagement reports, acquisition overviews, and custom events all in one place, it's easier to see user flow, track what’s working, and share insights your clients care about. Start your free trial today!