Google Analytics 4(GA4)
Google's current analytics platform, replacing Universal Analytics in 2023.
Google Analytics 4 is Google's current web and app analytics platform, which replaced Universal Analytics in July 2023. GA4 is event-based (not session-based like UA), supports cross-platform tracking (web + apps in one property), integrates AI for predictive metrics, and aligns with privacy regulations.
GA4 represents a significant learning curve for marketers used to Universal Analytics. Different data model, different reports, different setup. Investing time in proper GA4 configuration (custom events, conversions, audiences, BigQuery export for advanced analysis) pays dividends.
An e-commerce company sets up GA4 with custom events for product views, add-to-cart, and purchase, configures conversion tracking, and connects BigQuery for SQL analysis. They get deeper insights than they ever had with Universal Analytics.
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