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In Google Analytics 4 (GA4), the same functionality as the “Page Value” in Universal Analytics does not exist explicitly. However, you can replicate similar metrics using different methods. One approach is leveraging the “Engagement Per Session” metric that gives details about the user engagement with a specific page during a session. Another approach involves using “Event Value” to track the value of individual events apart from eCommerce transactions. GA4 is heavily focused on event tracking, so you may need to define the key actions or ‘events’ you would want to track on the page to evaluate its effectiveness or contribution towards your goals. This may involve some amount of custom event setup. Additionally, importing GA4 data into BigQuery (given it’s free for all properties now) and using SQL to conduct your analysis could also be a way to achieve the same sort of insights you got from Page Value. This migration from UA to GA4 may need a new analytical approach due to the complete redesign of the system. Therefore, it might require some time to adjust to this new protocol.
