Most Underused Features in GA4!

1. Explorations (aka Analysis Hub)

Create custom reports using techniques like funnel exploration, segment overlap, and path analysis.
Great for deep-dives: e.g., “Where do users drop off after viewing a pricing page?”
You can build ad-hoc reports that can’t be built in standard GA4 UI.

Try: Funnel Exploration to track soft conversions like scrolls, video plays, or downloads.

2. Custom Dimensions & Metrics

Essential for contextual, business-specific data — yet rarely set up correctly. (and every and I mean EVERY analytics pro has forgotten these)

Track things like content type, user role, product category, etc.
Most websites only use built-in dimensions (like page_title), missing deeper insights.

Try: Add a page_type custom dimension (e.g., blog, product, landing) and break down bounce rate or conversion by type.

3. User Explorer

Use it to: Diagnose weird issues (e.g., returning users failing to convert repeatedly).

4. Event Parameters (Beyond Event Names)

Each event can pass up to 25 custom parameters (e.g., button_color, form_id, product_variant).
These often go unused, limiting your ability to break down events meaningfully.

Try: Track cta_location with button clicks (header vs footer vs popup).

Segments let you compare audience behavior side-by-side (e.g., Mobile vs Desktop, Engaged vs Bounced).
More powerful than filters: supports time constraints, sequences, etc.

Try: Compare “users who viewed pricing but didn’t convert” vs “users who did.”

Metrics like purchase probability, churn probability, and predicted revenue.
Available only if your site meets data volume thresholds (usually eCommerce).

Use them for: Building remarketing audiences in Google Ads.

See where users came from and where they went next — including loops and drop-offs.

Use it to: Discover weird navigation loops or ineffective CTAs.

GA4 tracks lifetime value-style data for known users.

Use case: Which channels bring in users with the highest lifetime revenue?

Developers love this, but marketers often ignore it.

Real-time event validation — shows you what’s firing, when, and with which parameters.
Essential when setting up Tag Manager or new custom events.

Use it when: QA-ing a new form, button, or funnel step before it goes live.

Only power users use this — but it’s a goldmine.

Free for all GA4 properties (unlike UA which had limits).
Gives you raw event-level data, ideal for custom analysis, AI models, and deep attribution.

Use it for: Stitching GA4 data with CRM, SQL dashboards, or ad spend for ROI.

Bonus: Underused Metrics

Form start vs form submit – Reveals drop-offs in micro-conversions.

Engaged sessions – Better than bounce rate.

Engagement time – Real measure of attention.

Scroll event – Often missing in analysis but valuable for understanding content consumption.