Google Analytics 4 (GA4) is Google’s current analytics platform, built on an event-based data model that tracks user interactions across web and app.
GA4 replaced Universal Analytics (which stopped processing data in 2023). It measures everything as events rather than page-view-centric sessions, tracks users across web and app, and leans on modelling and privacy-safe measurement for a cookie-constrained world.
GA4 is where you see which channels drive traffic, how users engage, and — with UTMs and conversions configured — what actually produces leads. Set up well, it is the backbone of honest, revenue-tied reporting rather than vanity metrics.
Google Analytics 4 is Google's current analytics platform. It uses an event-based data model, tracks users across web and app, and replaced Universal Analytics, which stopped processing data in mid-2023.
GA4 measures events rather than sessions and page views, spans web and app in one property, replaces bounce rate with engagement rate, and includes data-driven attribution. Universal Analytics was page-view and session centric.
Yes, the standard version of GA4 is free, with a paid enterprise tier (Google Analytics 360) for very large organisations needing higher limits and support.
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