Google Analytics 4 (GA4) reporting has standard reports to help you analyze your data and creates more functionality for customized reporting using the Explore tool. As such, some reports that you were used to in Universal Analytics are now part of Explorations .
Improve your website
Why data looks different in GA4
Evaluate landing page performance
Understand which pages have the most views
Understand where and why users leave my website
Use funnels to optimize lead forms and checkout flows
Understand which sources drive traffic to my site
Understand visitor demographics
Customize reports
Segment my data for better insights
Drive key events
Set up key events (formerly goals)
Understand which channels drive the most key events
Find which landing pages drive the most key events
Audiences and advertising
Reach customers with Google Analytics 4 audiences
