Google's event-based analytics platform for measuring what people do on your site and app.
Official siteGoogle Analytics 4 (GA4) is Google's current analytics product, which fully replaced Universal Analytics on 1 July 2023. Everything in GA4 is an event — page views, clicks, scrolls, purchases — which makes it flexible across websites and apps, and lets it model conversions where cookies are missing.
GA4 is free, integrates natively with Google Ads and BigQuery, and is the default measurement layer for most sites. It is also genuinely harder to learn than the old Universal Analytics: the interface, the data model and the reporting all changed, and default reports feel thin until you configure events and Explorations.
GA4 collects events, attributes conversions across channels, and reports acquisition, engagement, monetisation and retention.
GA4 is the behaviour layer that sits downstream of Google Tag Manager (which fires the tags) and alongside Search Console (which owns pre-click search data). Its BigQuery export is the foundation for any serious custom analysis, and Looker Studio reads it directly for dashboards.
Strength: free, cross-platform, privacy-durable modelling, and free raw export to BigQuery — a paid feature in the old 360 product. Limit: a steeper learning curve, thresholding that hides low-volume data, and a reporting model that frustrates anyone expecting Universal Analytics. Data sampling still appears in complex Explorations on large properties.
We configure GA4 through Google Tag Manager with clean event naming, mark the key events that matter to the business, and build the reporting in Looker Studio rather than the GA4 UI. For CRO work we lean on Explorations and the BigQuery export to answer questions the default reports cannot.
Google's free reporting on how your site performs in Google Search and how Google crawls and indexes it.
Google's free system for deploying and managing tracking tags without editing site code.
Google's free tool for turning marketing and analytics data into shareable, interactive dashboards.
Common questions
Straight answers on how this fits your marketing and build.
No. Universal Analytics stopped processing data on 1 July 2023 and the properties were shut down in 2024. GA4 is the only current Google Analytics product.
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