Google Analytics (GA4) measures the traffic, behavior, and conversions on your website and app. Connecting it as a data source through the Connectors library syncs GA4 report data into your Alta workspace, where it becomes training data for Alta and a foundation for your metrics, dashboards, and Luna analysis. Once it's flowing, you can measure acquisition, engagement, and conversion by channel — and tie web behavior to pipeline.

Who this is for: Marketing and analytics teams who want GA4 traffic and conversion data analyzed alongside pipeline and revenue data in Alta.

Before you start

Have your GA4 Property ID ready (a numeric ID, not the old UA view ID) and access to the Google account or service account that can read that property.
Know which dimensions and metrics you care about — GA4 reporting is built from combinations of those.
Connect a source only once per workspace. If Google Analytics already shows Connected, edit the existing connection.

Connect Google Analytics

Open Connectors from the sidebar.
Find Google Analytics via the category tabs or the Search data sources box.
Click the Google Analytics card to open the Create connector screen.
Fill in the connection fields shown (such as your Property ID and credentials), then click Create.
Alta runs a connect test. If it fails you'll see The connect test has failed with Google's error — fix the field and retry.
The card then shows Connected and Data is syncing until the first sync finishes.

Choose which tables sync

Open the connection. GA4 brings in report tables covering sessions, events, users, and conversions for your property.
Use the Synced toggle in the Google Analytics tables section to control what's pulled in.
Turn off Show only synced tables to see everything available.

Key tables and fields synced

website overview / daily report — date, sessions, totalUsers, newUsers, screenPageViews, conversions
traffic by source/medium — sessionSource, sessionMedium, sessionCampaignName, sessions, conversions
events report — eventName, eventCount, date
pages report — pagePath, screenPageViews, averageSessionDuration

What you can ask this data

Once it's syncing, build it into metrics and dashboards or just ask Luna / Ask AI. For example:

"How many sessions and conversions by channel last month?" — groups the source/medium report by sessionMedium.
"Which traffic sources drive the most conversions?" — ranks sessionSource by conversions.
"What's our new vs returning user split?" — compares newUsers to totalUsers.
"How does organic traffic trend over time?" — trends sessions where sessionMedium = organic.
"Which pages get the most views?" — ranks pagePath by screenPageViews.

Example use cases

Acquisition dashboard. Sessions, users, and conversions by channel and campaign, trended over time.
Web-to-pipeline. Combine GA4 conversions with CRM data to see which channels create pipeline, not just traffic.
Content performance. Top pages by views and engagement to guide content investment.
Campaign ROI. Tie sessionCampaignName to downstream revenue.

Keep it in sync

Sync status shows Last sync (Succeeded/Failed) and the Sync frequency.
Click Sync now to refresh immediately; it's disabled while a sync runs.
Use the overflow menu (⋯) to Disable, Enable, or Delete.

Tips and common pitfalls

Use the GA4 Property ID, not the old Universal Analytics view ID — they're not interchangeable.
Confirm read access. If the connecting account can't view the property, the connect test will fail.
Mind sampling and freshness. GA4 reports can be sampled or slightly delayed; very recent days may shift as data finalizes.
Deleting is permanent. Disable instead to pause.