Google Analytics is a critical tool for any social media marketer. Whether you want to see which social posts drive traffic to your website, which pages users visit, or which social campaigns generate conversions, insights in Google Analytics 4 (GA4) are an important resource to help you prove social ROI. If you’re ready to step up your reporting, we’ve got you covered with a breakdown on how to use Google Analytics 4, plus, we tapped Hootsuite’s very own Social and Influencer Strategist, Eileen Kwok , on her expert tips to get the most out of GA4. Key Takeaways Google Analytics 4 (GA4) is an analytics platform that tracks traffic, user behavior, and conversions—helping you understand how social media is driving results for your business. GA4 helps you see exactly where your website traffic is coming from—whether it’s Instagram, LinkedIn, or Facebook. This lets you tailor your content strategy to the platforms that are bringing in the most traffic and conversions. One of the b