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Abstract The “golden” channel, in which the newly-discovered Higgs boson decays to four leptons by means of intermediate vector bosons, is important for determining the properties of the Higgs boson and for searching for subtle new physics effects. Different approaches exist for parametrizing the relevant Higgs couplings in this channel; here we relate the use of pseudo-observables to methods based on specifying the most general amplitude or Lagrangian terms for the HVV interactions. We also provide projections for sensitivity in this channel in several novel scenarios, illustrating the use of pseudo-observables, and analyze the role of kinematic distributions and (ratios of) rates in such H → 4ℓ studies.