The Practical Guide (Paperback)

Struggling to make sense of Google Analytics 4—and even more frustrated that your reporting no longer gives you the answers you need? You’re not alone. GA4 changes how marketers track traffic, measure conversions, and evaluate campaign performance. This book shows you how to cut through the confusion and turn GA4 into a tool you can actually rely on.

Inside, you’ll learn how to build a clean GA4 setup from the ground up (events, conversions, consent mode, custom dimensions, ecommerce tracking, and more) so your data is accurate and actionable. Then go step-by-step through the marketer’s workflow: analyzing traffic sources, understanding user journeys, comparing campaign performance, evaluating drop-offs, and reporting what truly drives revenue.

Need deeper insights than GA4’s default reports? You’ll learn how to tailor your dashboards, pull raw data into BigQuery, blend it with Looker Studio, and troubleshoot the tracking issues that throw your reports off.

Whether you run ads, publish content, manage an ecommerce store, or oversee marketing analytics, this is the GA4 guide that turns complexity into clarity—and gives you the confidence to make decisions backed by real data.

What you’ll learn

• Set up GA4 the right way: events, tags, conversions, consent mode, and more
• Fix the data gaps that make reporting unreliable
• Measure traffic quality, user engagement, and campaign ROI
• Track ecommerce activity, app interactions, and multi-device user journeys
• Build custom reports marketers actually use
• Analyze raw data with BigQuery for deeper insights
• Troubleshoot tracking issues and run a clean analytics property

Markus Vollmert is the founder and managing director of the Cologne-based digital marketing agency luna-park. luna-park supports clients from all industries in analytics and tag management and is a certified Google Analytics partner. Analyzing and tracking online users is Markus’s mission, and he shares his knowledge not only through books but also as a speaker at numerous online marketing events.