Google Analytics 4 (GA4) Agency in London

Migrate to GA4 and make the most of its new features, giving your business data insights that are game-changers.


Why choose Distinctly as your GA4 agency?

  • Futureproofing your GA4 property to your business needs
  • Our certified GA4 specialists will enable you to better measure your website's performance
  • Extensive experience in unearthing conversion insights and increasing your conversion rate
  • Our UX specialists provide you with valuable audience insights to make better business decisions
  • A proven track record of delivering highly productive and engaging GA4 training sessions
Futureproofing your GA4 property to your business needs Open Tabbed Content

GA4 setup

Switching to GA4 isn’t always easy. With so many new features, it can be hard to know what you need and how to interpret the data. 

Thankfully, we’re GA4 experts at Distinctly and have been using the platform since its release. This allows us to confidently support our clients with GA4 set-up, explaining everything in plain English. 

We understand that every Google Analytics account has its nuances such as specific filters that you may want to apply in GA4.

GA4 gives you greater flexibility and analysis potential. Setting up GA4 in the right way from the start is therefore extremely important, and will enable you to continue to deliver valuable analysis for your business.

Our certified GA4 specialists will enable you to better measure your website’s performance Open Tabbed Content

Measure performance

Using Google Analytics to measure site performance is a fantastic way to make decisions and improvements. So, it can be frustrating when you’re unable to decipher what the data is trying to tell you. 

We can decode the information with custom reports and new Exploration reports, as well as help develop custom metrics and interfaces. 

Any reports created will be debriefed, so all businesses can fully understand what each report represents and why they matter to your overall business objectives.

Extensive experience in unearthing conversion insights and increasing your conversion rate Open Tabbed Content

Conversion journeys

Understanding exactly what makes (or doesn’t make) your customers convert is essential. This information is gold dust, enabling you to capitalise on what works and stop doing what doesn’t. 

Unlike the measurement model based on page views and sessions, GA4 is a more event-based model. So every page view or session is considered an event.

This will give you more detailed information about each visitor – whether location, device or page title – but it requires all events to be carefully set up to deliver this high level of personalisation across customer measurements and business goals. Conversion tracking and further enhancements, once set up, will also provide elevated results data.

Our UX specialists provide you with valuable audience insights to make better business decisions Open Tabbed Content

User behaviour

Making the user journey seamless and reducing pain points on your website is key to boosting conversions. One of the biggest benefits of Google Analytics 4 is how customisable the platform is and how all reports can be adjusted or moved to different departments. 

If you’re managing a large website, or if you have a large number of conversion points you want to track in more granular detail, this can be achieved through the new flexible interface of GA4.

A proven track record of delivering highly productive and engaging GA4 training sessions Open Tabbed Content

GA4 training

To gain the full benefits of GA4, your team needs to understand how it works and how to interpret the valuable insights it provides. 

We offer GA4 training to help your teams understand the new platform and get the most from it going forward.

Data insights and data measurement will be transformed with the introduction of GA4. Its features have been engineered with machine learning at their heart to deliver a new depth of analysis.

Sessions can explore the overall setup of GA4, the key differences between GA3 and GA4, and ultimately, unlock all the new features which could support your business and its objectives.

Our GA4 services


Enable accurate tracking of website traffic, user behaviour, and conversions to help provide insights to optimise content, keywords, and user experience. Without it, SEO strategies lack data-driven decision-making, hindering efforts to enhance visibility and ranking on search engines.

Conversion tracking

Conversion tracking in GA4 is vital for measuring the effectiveness of marketing efforts. Tracking key leads such as phone calls, emails, and contact forms provides valuable insights into user behaviour and campaign performance. Handling contact forms within iframes requires special attention to ensure accurate tracking, optimizing strategies for maximum conversion success.

Custom reporting

Custom reporting in GA4 via the Explore section fills the gap left by Universal Analytics (UA), offering tailored insights crucial for understanding specific metrics and user behaviors.

As GA4 evolves, custom reports empower users to extract precise data, compensating for the loss experienced during the transition from UA.

Audience analysis

Audience analysis is paramount for understanding user preferences, behaviour, and demographics.

By dissecting audience insights, businesses can tailor content, keywords, and user experiences to meet specific needs, driving higher engagement, conversions, and ultimately improving search engine ranking and visibility.

Dashboard creation

Leveraging Looker Studio and BigQuery enables comprehensive data integration, merging GA4 with CRM and social data for holistic analytics.

This approach facilitates deeper insights into customer journeys, behaviour, and preferences across multiple touchpoints. By unifying diverse data sources, businesses can refine strategies, personalise experiences, and optimize performance for enhanced competitiveness and growth.

What our clients are saying

“They consistently problem-solved… were proactive and even suggested further updates. On completion of the GA4 project, they presented all the outcomes and future recommendations.”

Persephone Fitzpatrick, Marketing Manager, Great Northern Hotel

“Rob and Sam were so helpful with the Percival team and with the GA4 project. They were highly communicative and supportive, as well as completed the project on time to the required scope.”

Guljeet Samra, Chief Commercial Officer at Percival

GA4 case studies

Our GA4 offerings

  • Short term GA4 project
  • SEO & analytics retainer
  • Digital Partner
Short term GA4 project Open Tabbed Content

Short term GA4 project

If you are in need of GA4 advice and further auditing on a short-term basis, we can help.

We specialise in creating and configuring your new Google Analytics 4 property to ensure you can trust your data and make better business decisions.

SEO & analytics retainer Open Tabbed Content

SEO & Analytics retainer

Our analytics specialist can provide ongoing consultancy on how to improve your reporting as well as troubleshooting any issues your business may be facing. We can act as an extension to your marketing team and provide valuable SEO outputs on how your website is currently performing and the return on investment you’re also making.

Digital Partner Open Tabbed Content

Digital Partner

We can become your partner in all things online marketing including digital PR (link building), content and paid media – supporting your business and accelerating growth across multiple channels.

Our strategies collaborate to ensure ultimate efficiency. Our PR campaigns target key landing pages and ad spend is reduced when there’s strong organic performance. Get in touch today to see if a comprehensive digital partnership is the right option for you and your business.

Why choose Distinctly as your Google Analytics (GA4) agency?

It’s a numbers game

We set measurable objectives tailored to your business and benchmark our efforts against them.

The bottom line

We’ve helped businesses from various sectors to achieve substantial commercial success.

Specialist GA4 consultants

At Distinctly, we have a dedicated department for analytics who are well versed in everything Google Analytics 4.

A diagram with three connection points, captions read: Data lead approach, Team expertise, Commercial success

More than just a Google Analytics (GA4) agency

Speak to a GA4 specialist

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Frequently asked questions about GA4

What does a Google Anlytiucs (GA4) agency do?

A GA4 agency helps onboard and upskill businesses onto the new Google Analytics platform and provides clear guidance on the valuable reporting that is at your disposal.

At Distinctly, everything is tailored to you, the client, and how we can personalise your GA4 property to give you your data quickly and efficiently. The benefit of having a GA4 agency is that you can regain trust in your data and you are able to use the platform to make better business decisions.

When do I need a Google Analytics (GA4) agency?

As the Universal Analytics deadline has now passed, partnering with a GA4 agency whether on an ongoing basis or across a short-term project is highly encouraged. The core activities that a GA4 agency would assist with is auditing your property to ensure your data is tracking correctly plus adding all of your conversions and creating added value reports that will help measure your website or campaign performance.

How does GA4 work?

Google Analytics 4 measures traffic and engagement across your websites and apps. It is privacy-focused and durable for the future intelligent, using machine learning to unearth insights about the customer journey across platforms and devices enhanced – offering seamless integrations with Google’s advertising platforms to optimise campaign performance and drive greater marketing ROI.

When did Universal Analytics (GA3) expire?

Google Analytics 4 is replaced UA on 1 July 2023 for standard Universal Analytics users. At this time, old properties will no longer process data.

You’ll be able to see your Universal Analytics reports for six months after July 1, 2023 – final date to be confirmed. However, new data will only flow into GA4 properties. Google Analytics 360 users will have an extension to 1 October 2023.


What’s the difference between Google Analytics GA3 and GA4?

The key differences between Universal Analytics (GA3) and Google Analytics 4 (GA4) are:

Model change

GA3 uses a measurement model based on sessions and page views whereas GA4’s is based on events and parameters. So every activity by a user is now seen as an ‘event’ and will give you more detail about these visitors to your website.

Data retention

Google Analytics 4’s data will expire after 14 or 2 months – previously you could keep it for 14/26/38/50 months or pick a Do not automatically expire option.

Session change

In GA3, a session is a combination of page views, events, transactions taken by one user within a set timeframe. GA4 sessions aren’t limited by time. So session count is likely to be lower, and average session time will change too. Plus average pages per session will no longer be measured.

Engagement rate

GA4 offers a range of engagement metrics including engaged sessions, engagement rate and engaged sessions per user. Bounce rate will be retained within the new set-up.

IP addresses

In GA4, IP addresses are automatically anonymised. Previously you had to flag those you wished to exclude or anonymise.

Landing page reports

Landing page reports from GA3 are no longer available as you can now easily find ‘session_start_ event’ data for a particular page. These can be created by Distinctly if these are a popular option when you’re using your Google Analytics 3 property.

Reporting interface and views

GA interfaces are different, as many reports or metrics have been replaced or removed. But as you build reports up manually in GA4, they will become as familiar as before.

Also in GA4, there is only one reporting view available – in GA3 you could have up to 25. Instead GA4 allows you to create new reports using  ‘Audiences’ or ‘Data Streams’. This gives greater long-term flexibility, and also replaces the previous ‘filter’ views.