Another wave of change in digital marketing began in 2025. Third-party cookies are becoming a thing of the past, with users increasingly turning to other options. Users demand transparency, and companies demand accurate data. Technologies that can work in new conditions are coming to the forefront. Among them is Google Analytics, or GA4.

The way data is collected and integrated is already being transformed by the latest generation of analytics. You will especially notice this when using ga4 services, which provide businesses with access to a global understanding of user behavior.

A Certified Google Analytics 4 agency, Netpeak Digital Growth Partner helps brands switch to GA4 and get the most out of every event. Their services include basic and advanced GA4 setup, BigQuery integration, tracking e-commerce and complex funnels, auditing current analytics, consulting, and team training.

Why GA4 Isn’t Just an Update

Many people perceive GA4 as an «improved version of Universal Analytics». However, this is a big misconception. GA4 is not an upgrade but a complete redesign of the approach to web analytics. The universal session model everyone is accustomed to is a thing of the past. Instead, there is now an event model. This fundamental difference changes everything, from the structure of reports to the data analysis methods.

Each user interaction is recorded as a separate event, from scrolling a page to clicking a button or starting a video. This approach allows you to see the customer’s path not as a set of visits but as a logical, consistent history of actions.

This approach is critical in 2025 when users simultaneously interact with a brand on several devices. The process begins with a smartphone search, followed by reading reviews on a tablet and making a purchase on a laptop.

GA4 is adapted for such a multichannel. It works equally well with websites, mobile applications, and hybrid platforms. You can track user behavior in one resource without losing data when switching platforms.

Privacy is one aspect that people pay a lot of attention to. Third-party cookies were the very reason GA4 was initially designed to reject them. Unlike Universal Analytics, it does not require collecting much personal data. Instead, the service uses machine learning: the platform can «complete» missing fragments of user behavior based on accumulated patterns.

Businesses can work with the most complete and accurate picture, even if part of the audience remains anonymous. Thanks to this, marketers do not lose key insights — on the contrary, they can adapt the strategy for new implementations.

If GA4 determines that users leave more often after interacting with a specific button or block on the site, you can quickly correct this, even if trackers hide half of the users. All this makes GA4 a new version of an old tool and a full-fledged next-generation analytical platform.

How GA4 Services Help Businesses

Comprehensive GA4 services are much more than just installing a counter on a website. You get a holistic approach to building a modern analytical ecosystem. Specialists understand the business logic, goals, and channel, and create an individual tracking architecture.

We are talking about basic visit tracking and collecting deep behavioral information, from button clicks to events inside mobile applications and sales funnels. One of the main advantages of such services is that they work with custom events. Instead of a universal template, you get analytics tailored to your funnel.

Specialists help configure all events, filters, and parameters correctly and create clear visual reports. You no longer need to upload data and look for a pattern manually — everything is ready and clear.

Such services are especially valuable for e-commerce projects, applications, and companies actively working with contextual advertising, SMM, and SEO. GA4 helps you see the real return on your channels, products, and even specific ads.

GA4 Services include the following features and products:

• customization of events for business goals;
• segmentation and creation of custom audiences;
• integration with CRM, BigQuery, and advertising systems;
• customization of reports in Google Looker Studio;
• migration from Universal Analytics without losses;
• automation and alerts for key metrics;
• training the team to work with the system.

Each of these points is a step towards more accurate solutions. For example, integration with BigQuery allows you to analyze vast amounts of data without limiting the Google Analytics interface.

Saving time and money is the most important benefit. Instead of manually digging through reports, the team receives ready-made, accurate answers to their questions. This is especially important in 2025 when marketing has become expensive and targeted. Every step must be calculated. GA4 allows this to be done wisely and in numbers. 

Key GA4 Changes: What You Need to Be Prepared For

GA4 is not just about analytics. It is a new philosophy of working with digital data. The platform’s functions aim to enable companies to act faster and more accurately.

Firstly, Universal Analytics’ usual reports have disappeared. Now, everything is prepared based on events and parameters. Secondly, creating custom reports directly in the Universal Analytics interface is now possible. Thirdly, integration with BigQuery is available even for free accounts — previously, it was only in the paid version.

BigQuery requires getting used to. The interface is new, and the logic of data construction is different. Therefore, it is essential for you to not only switch but also set it up correctly and train employees to work with this system.

Benefits of GA4 Services for Digital Marketing

You can set up GA4 manually. However, to get the most out of it, you need a professional setup and an understanding of the entire architecture, especially for large projects with dozens of traffic sources and complex user behavior logic.

Specialized GA4 Services give businesses the following:

• correct integration with CRM and CMS;
• tracking micro conversions and funnels;
• advanced data visualization;
• connection to BigQuery and Looker Studio;
• setting up offline conversions and events;
• diagnosing errors and anomalies;
• training the analytical team.

This setup allows you to work with «rough» indicators and real behavioral patterns. This changes the entire digital promotion strategy — from media advertising to SEO.

What is Included in Quality GA4 Services

The market for analytics services is growing, but not all offers are equally helpful. A good contractor builds the process so that analytics becomes not just reporting but a development tool. Quality GA4 services include the following stages:

1. Audit of the current analytics system.
2. Creating a map of user events.
3. Configuring events, goals, and conversions.
4. Segmentation of audiences by behavior type.
5. Configuring data export to BigQuery.
6. Building Looker Studio reports.
7. Training the client’s team.

Before this, the business is interviewed to understand its specific goals. Based on these goals, the data collection architecture is formed. It is essential to set up, test, and launch automatic data quality monitoring after setting everything up. This work structure helps the business understand «what happened», «why it happened», and «what to do next».

GA4 and Machine Learning: Next-Level Marketing

GA4’s primary feature is its integrated machine-learning functionality. The platform can predict user churn, purchase probability, and customer value. This data can be used in Google Ads to ensure that your ads are shown only to individuals who are highly likely to take the desired action.

GA4 can detect anomalies — sudden changes in user behavior. This allows you to respond promptly to problems such as site bugs, non-working forms, or a drop in loading speed.

Such automatic signals are instrumental in a highly competitive environment, where a delay of even a few hours can cost the business significant losses. Automating such processes gives a business an advantage in decision-making speed and helps it adapt faster to changes in user behavior.

How Businesses Can Prepare for a Full Transition to GA4

Universal Analytics was finally disabled in 2023, and now companies have no choice. However, the system can be rebuilt and improved from scratch by them.

First, you should determine what data is critical for the business. This could be behavioral scenarios, acquisition channels, conversions, retention, or LTV. After that, you must develop a detailed map of events, user parameters, and goals. It is essential to consider the specifics of the funnel and the customer journey, not just copy the old structure.

It makes sense to start the technical setup and implementation only after this. It is best to entrust this task to certified specialists who can connect GA4 with other systems, such as CRM, advertising platforms, and BI services.

Conclusion

GA4 is not just a new version of analytics but a full-fledged tool that changes the approach to working with digital channels. More accuracy, flexibility, and speed are offered. The main thing is to use it correctly.

Companies that have already integrated GA4 services gain a strategic advantage. They better understand their audience, adapt to changes faster, and save budgets. Professional setup and support are the keys to success in 2025.