Google Analytics 4 (GA4) is more than just a basic tracking tool—it’s a data powerhouse that allows you to dive deep into user behavior, conversions, and engagement. If you’re only looking at default reports, you’re missing out on some powerful advanced analysis features.
In this blog, you’ll learn:
- ✅ How to use advanced comparison and filter tools
- ✅ How to fix or understand “(not set)” data
- ✅ What the First User Manual is
- ✅ Tips to unlock actionable insights
🧠 Why Advanced Analysis in GA4 Matters
GA4 gives you event-based, user-centric data that can be analyzed across devices and platforms. But with flexibility comes complexity.
That’s where features like comparisons, filters, and explorations become essential for marketers, analysts, and business owners.
🔁 1. Using the Comparison Feature in GA4
Comparison in GA4 allows you to create side-by-side data views.
📌 What Can You Compare?
- Users from different locations
- Different traffic sources (Google vs Instagram)
- Logged-in vs non-logged-in users
- Converters vs non-converters
✅ How to Set It Up:
- Open any standard report (e.g., Traffic acquisition).
- Click “Add comparison” in the top bar.
- Choose your dimension (e.g., Country) and value (e.g., India).
- Click “Apply” to see side-by-side performance.
🎯 Pro Tip: Use multiple comparisons to A/B test audiences or campaigns.
🔍 2. Using Filters to Segment Data
Filters help you narrow down your reports to see very specific data.
🛠️ Filter Options Include:
- Page path
- Event name
- Source/Medium
- Device type
- Country
- Session start time
✅ How to Apply Filters:
- Click on “Add filter” inside a report or exploration.
- Choose a dimension (e.g., Page Title).
- Enter a condition (e.g., contains “pricing”).
- Apply to update the view.
📊 Use Case: See how mobile users from Instagram behave on your landing page.
🚨 3. Fixing or Understanding “(not set)” in GA4
“(not set)” appears when GA4 can’t collect the specific data for a dimension.
⚠️ Common Reasons for (not set):
- Page title = (not set) → Usually means the page didn’t load properly or was blocked
- Landing page = (not set) → User may have entered mid-session via a redirect
- Source/Medium = (not set) → Campaign UTM not applied or improperly tagged
- User-scoped custom dimension = (not set) → Not initialized before event fired
✅ How to Fix It:
| Issue Type | Fix |
|---|---|
| Source/Medium | Add proper UTM parameters |
| Page Info | Make sure page loads correctly and JS isn’t blocked |
| Custom Dimensions | Ensure data is sent before firing the event |
| Tag Setup | Use DebugView to check event timing |
🎯 Pro Tip: Use Google Tag Manager Preview mode and GA4 DebugView to troubleshoot in real-time.
📘 4. What is “First User Manual” in GA4?
GA4 introduces “First user” scope, which tracks how users first discovered your site or app. It stays consistent across sessions.
✅ First User Dimensions Include:
- First user source / medium
- First user campaign
- First user default channel group
🧭 How It Helps:
- Track the original source that brought a user to your site, even if they come back from other sources later.
- Useful for lifetime value or first-touch attribution.
📊 Example:
- A user first comes via Instagram (first user source = Instagram)
- Then visits 3 more times via Google
- Their “Session source” is Google, but their first user source remains Instagram
🎯 Use Case: Attribute lead quality back to the initial source—perfect for long sales cycles.