GA4’s 2025 updates emphasise privacy-first measurement whilst improving data accuracy. Enhanced conversion tracking and proper attribution are crucial for understanding true campaign ROI.

Understanding what drives revenue is fundamental to business success. GA4 now offers streamlined conversion tracking that captures real user actions across devices and platforms.

The flexibility of GA4 conversions:

Any event can be flagged as a conversion – purchases, form submissions, phone calls, video views, or scroll depth. Track both micro-conversions (newsletter signups) and macro-conversions (sales) that reflect your unique business goals.

Cross-device tracking has been strengthened, making it easier to see how users move from smartphones to desktops. This ensures your marketing strategies account for real user behaviour, not just isolated sessions.

Setting up effective tracking:

Define clear conversion goals aligned with business objectives. Implement enhanced conversion tracking for better accuracy. Use GA4’s attribution models to understand the customer journey. Set up proper event tracking for key user interactions. Integrate with Google Ads for seamless campaign optimisation.

The March 2025 update introduced “Annotations” – allowing teams to add notes directly to reports. When launching campaigns or making website changes, add annotations explaining what happened. This prevents hours of backtracking when reviewing historical data.

Another major update is the ability to copy reports and explorations between properties. For agencies managing multiple clients, this eliminates hours of manual report recreation.

Enhanced benchmarking now includes 20 additional metrics, letting you compare performance against industry peers whilst accounting for differences in traffic volume. This helps identify opportunities for growth and improvement.