GA4 (Google Analytics 4)
AnalyticsDefinition
Google Analytics 4 (GA4) is Google's current analytics platform, replacing Universal Analytics. It uses an event-based data model, cross-platform tracking, and machine learning to measure user behavior across websites and apps.
GA4 fundamentally changed analytics data structure. Instead of session-based hits, everything is an event — pageviews, purchases, scrolls. This event-based model is more flexible but requires rethinking setup and interpretation.
GA4 shifted toward privacy-centric measurement. It works without cookies when needed, uses modeling for non-consenting users, and provides more limited user-level data. Reporting is built around aggregated patterns rather than individual user tracking.
Install the GA4 tag (gtag.js or via GTM). Configure key events (form submissions, purchases, sign-ups) with parameters. Set up custom dimensions and metrics. Build explorations and reports in the GA4 interface. Connect to Looker Studio for dashboards.
GA4 is the foundation of web analytics and marketing measurement. Proper setup is essential for understanding user behavior, measuring campaign effectiveness, and feeding conversion data back to ad platforms for optimization.
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Frequently Asked Questions
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Yes. GA4 360 (enterprise) adds higher limits, SLAs, and BigQuery export, starting around €50.000/year.
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The data model. UA was session-based with predefined hit types. GA4 is event-based where everything is a flexible event with custom parameters.
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GA4 uses last-click attribution by default and has different cookie windows, session definitions, and consent handling. 10-30% discrepancies between GA4 and Google Ads are normal.
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