Google Analytics 4 (GA4) is more than just an upgrade from Universal Analytics. Many marketing teams use GA4 for the basics, but Google Analytics consulting experts know there are hidden features that can drive growth if used well. 

In this post, we will look at advanced GA4 tools that help marketing managers, digital analysts, and SaaS founders get ahead.

1. Predictive Metrics & AI Insights

Predictive metrics in GA4 use machine learning to estimate what users are likely to do next. These are forward-looking signals that help teams act before results show up.

How it works:

• GA4 collects behavioural data from users across sessions and devices.
• Machine learning models calculate the chance of outcomes such as purchase probability or churn likelihood.
• Marketers can build segments and audiences directly from these predictions.

Why this matters:

• Smarter targeting: Instead of running ads to everyone, you can target only the users with the highest chances of buying in the next week.

• Retention actions: If a segment of users shows high churn risk, you can trigger an email campaign with a retention offer.

• Revenue forecasting: Predictive revenue metrics let SaaS founders estimate expected income based on active cohorts

For example, an ecommerce brand can use GA4’s purchase probability to create a remarketing audience of high-intent shoppers. This makes sure ad spend goes to people most likely to buy, not to broad, less engaged groups. Over time, this leads to more efficient campaigns and higher ROI.

2. One-Click “Key Events”

<blockquote class=”twitter-tweet”><p lang=”en” dir=”ltr”>Tracking the right events in your Google Analytics 4 property just got easier (and faster!) with two new streamlined recommendations:<br><br>🎯 &quot;Mark as key event&quot;: Identifies an existing event and suggests marking it as key with a single click.<br><br>🚀 &quot;Create key event&quot;: Suggests… <a href=”https://t.co/g0jGs1IG7n”>pic.twitter.com/g0jGs1IG7n</a></p>&mdash; Google Analytics (@googleanalytics) <a href=”https://twitter.com/googleanalytics/status/1864745421089968323?ref_src=twsrc%5Etfw”>December 5, 2024</a></blockquote> <script async src=”https://platform.twitter.com/widgets.js” charset=”utf-8″></script>

In December 2024, Google rolled out one-click “key event” tracking. In earlier versions, teams often had to rely on Google Tag Manager or developers to mark specific actions as conversions. Now this has become very simple.

What this means:

• Actions like video plays or file downloads can be flagged as key events instantly.
• Analysts spend less time setting up tags and more time analysing results.
• Conversion testing becomes faster, since events can be switched on and off easily.

Why experts like it:

• Speed: SaaS teams running rapid experiments can track new events without waiting for development cycles.

• Clarity: Marketing managers know exactly which actions GA4 considers conversions.

• Flexibility: You can test different potential conversion points, like webinar registrations or free trial sign-ups, without heavy setup

This feature removes a layer of technical overhead. Instead of writing tracking scripts, analysts can now focus on interpreting data and advising teams on what drives growth.

3. BigQuery Linking

BigQuery linking allows you to export raw GA4 data directly into Google BigQuery, a cloud data warehouse. This gives analysts full control over their datasets.

Why this matters:

• GA4 reports provide summaries, but they limit the number of rows and dimensions.
• BigQuery removes these limits, letting you analyse billions of rows if needed.
• It also allows joining GA4 data with other business data, such as CRM records or ad spend logs.

Practical uses:

• Customer lifetime value (LTV) models: SaaS founders can track how long users stay and what revenue they bring by linking GA4 events to customer data.
   
• Churn prediction: Analysts can build custom models that indicate which users are likely to stop using the product.

• Cohort analysis: Teams can group users by signup date or acquisition channel and track long-term outcomes

Instead of accepting GA4’s default reports, Google Analytics Consulting experts query the data on their own terms. This makes it possible to answer complex business questions without guesswork.

4. Merge GA4 with Search Console via Looker Studio

GA4 is strong at showing what users do once they reach your site or app. Google Search Console tells you how people discover your site in search results. On their own, each tool is useful. Together, they provide a full view of the journey.

By merging GA4 and Search Console data in Looker Studio, experts create dashboards that connect acquisition to behaviour.

Key benefits:

• Keyword performance: See which queries not only bring traffic but also lead to sign-ups, purchases, or long sessions.

• Content gaps: Spot pages that rank in search but fail to engage users once they land.

• SEO ROI: Prove which search terms contribute to real conversions, not just clicks.

If a search keyword drives traffic but those visitors drop off quickly in GA4, it signals a need to adjust either the landing page or the onboarding process.

Why experts rely on it: It transforms SEO from being about traffic volume to being about user quality and conversion outcomes. That is the difference between reporting vanity metrics and driving growth.

How Many Teams Use GA4 Already?

GA4 adoption is not niche. As of 2025, more than 14 million websites actively use GA4. That means the competition is already tracking user behaviour in smarter ways. To stay ahead, you need to move past the basics and into advanced features.

How Do These Features Drive Growth in Practice?

When used together, these GA4 features build a growth engine:

• Predictive metrics focus spending where it counts.
• One-click events reduce setup time.
• BigQuery linking opens advanced analysis.
• GA4 + Search Console gives a full traffic and engagement view.

Each feature alone is useful, but the real strength comes from combining them.

Bottom Line

GA4 is not just another reporting tool. It has features that experts use to act faster, focus spending smarter, and uncover growth opportunities. 

If you want to use GA4 at this level, you do not need to do it alone. Working with Google Analytics consulting partners can help you unlock the features that matter and turn analytics into growth.