For marketers, it is important to be able to distinguish between website traffic and internal traffic that their analytics platform collects. This is primarily because internal traffic has the potential to greatly skew vital metrics used for analysis and decision making. Therefore, by differentiating or excluding internal traffic, marketers can focus purely on customer activity or any other external users visiting the website.
As you begin to dive into the Google Analytics 4 reporting interface, you will notice the “Explore” section This is a new custom reporting feature that allows more custom reporting beyond standard reports. This section is a hub for your custom reports also known as “Exploration Reports.” These reports allow you to analyze your data by dragging and dropping dimensions and metrics to answer complex questions about the data.
Understanding a new robust analytics platform like Google Analytics 4 can be quite challenging for a marketer who has worked with Universal Analytics for most of their career, but should not discourage you. This new generation of Google Analytics has fundamental and complex changes which will require a learning curve. This is not to say you should abandon Universal Analytics, but rather start tracking Google Analytics 4 in parallel.