noun · abbreviation · analytics tool

GA4

GA4, or Google Analytics 4, is Google’s current platform for measuring how people use a website or app.

In practice

GA4 records everything as events, like page views, clicks, and purchases, instead of the sessions and pageviews of the older Universal Analytics. You mark the events that matter as key events and can share them with Google Ads as conversions.

Not to be confused with

Google Tag Manager, which sends data to GA4 but doesn’t report on it.