Google Analytics 4: what to actually track (and what to ignore)

Google Analytics 4 will happily show you hundreds of metrics. Most are noise. The trick is deciding, before you look, which numbers map to something your business actually cares about.

Start with conversions, not pageviews

Pageviews feel good but rarely pay the bills. Define the actions that matter — form submissions, calls, bookings, purchases — and mark them as conversions. Everything else is context.

The metrics worth your attention

• Conversions — how many people did the thing you care about.
• Conversion rate by source — which channels actually bring buyers.
• Landing-page performance — which entry points convert and which leak.
• Engagement on key pages — are people reading or bouncing?

What to comfortably ignore

Vanity totals with no decision attached to them. If a number wouldn't change what you do next, it doesn't belong on your dashboard.

Set GA4 up properly once, build a clean dashboard around those few metrics, and reviewing your performance becomes a five-minute habit instead of a chore.