What you need to know about Google Analytics 4 (GA4)

If you use Google Analytics to track traffic on your wedding website, you’ll know that the platform regularly makes changes. Understanding how couples find and interact with your website is an extremely valuable tool. Whether you’re a photographer, celebrant, florist, stylist or venue, Google Analytics 4 (GA4) can help you see what’s working, what couples care about, and where your enquiries are really coming from.

If you’ve heard the name but aren’t quite sure what GA4 actually does, this guide will walk you through it in simple terms.

What is Google Analytics 4 (GA4)?

GA4 is Google’s latest analytics platform — the tool that tracks how people use your website. It shows you things like:

• How many couples visited your site
• Where they came from
• What pages they looked at
• How long they stayed
• Which actions they took (like clicking “Enquire Now”)

GA4 is your website’s tell-all. It’s your ticket to understanding what couples love, what they ignore on your site, and what path they take to book you.

Why does GA4 matter?

Today’s couples are using multiple devices for research. Phones, tablets, laptops. GA4 can help you track that behaviour more accurately.

• A clearer picture of the customer journey

GA4 shows how couples move through your website — from first click to enquiry — so you can see what content is guiding them in the right direction.

• Better insights into where your traffic comes from

Want to see if your enquiries come from Easy Weddings, Instagram, TikTok, Google Search, or paid ads? GA4 maps that out so you know exactly which platforms are delivering results.

• Modern privacy-friendly tracking

GA4 still gives you meaningful data, but with stronger privacy controls — which is increasingly important for digital marketing.

• More flexibility in reporting

You can customise reports more easily to suit your business, rather than digging through dozens of preset dashboards.

Key features in GA4 that you should know

Events:

GA4 uses events to measure what people do on your site. What does this mean?

• Clicking your phone number.
• Submitting a contact form.
• Viewing your packages.
• Clicking your Easy Weddings profile link.

These events tell you what couples actually interact with, not just which page they looked at.

Engagement metrics

We once focused on bounce rates from the page. GA4 has shifted the dial to look at the engagements on the page instead. This includes:

• How long someone stays on site.
• Whether they scroll.
• How many pages they viewed.

This helps you understand if your content is capturing attention — crucial when couples are comparing multiple suppliers at once.

Traffic source

Want to know which of your platforms is pulling in the most traffic to your site? On GA4 you’re able to see:

• which platforms send you the most visitors
• which platforms send you the best visitors (the ones who enquire!)

This can help you when deciding where to invest your time and marketing budget.

How to use GA4

Is this all sounding a little overwhelming? You got into your business to back away from numbers and data. But you don’t need to be a data analyst, just check the key areas regularly.

1. Look at your top pages

This shows which content couples care about most. Is it viewing your packages, your gallery, perhaps FAQs or previous weddings? This insight can help you shape what to create next and inform your key messages in marketing efforts.

2. Track your enquiries properly

Make sure you have events set up for:

• contact form submissions
• enquiry buttons
• booking calendar clicks
• email link click

This is how GA4 shows which marketing channels actually lead to bookings.

3. Check your traffic sources each month

Patterns in traffic will start to emerge when you regularly check your GA4 from influxes depending on the times of year, sales, and trends.

These insights help you make data-backed decisions.

4. Spot opportunities to improve your website

GA4 can be there to reveal:

• pages with strong traffic but low engagement
• pages where couples drop off
• areas where an extra photo or clearer pricing could help.

GA4 isn’t just a tech update — it’s a powerful tool that helps wedding businesses understand their couples better. With clearer reporting, more accurate tracking, and insights you can actually act on, GA4 can become one of the most useful behind-the-scenes tools in your business.

Need more direction or help getting eyes on your business? We’ve got a team here ready to help. Reach out today.