Google Analytics 4 (GA4)
Google's current analytics product, replacing Universal Analytics in July 2023 — event-based rather than session-based.
In long form.
GA4 is fundamentally different from Universal Analytics: every interaction is an event, sessions are derived rather than primary, and the data model is built around users and events rather than pageviews. Reports are more flexible but less familiar. Server-side data lives in BigQuery (free for many sites). GA4 also handles cross-domain and cross-platform tracking better than UA. Universal Analytics stopped collecting data on July 1, 2023 — any site still relying on it has been blind for over two years.
When a client says 'we have Google Analytics installed,' the first check is whether they have GA4 specifically. We've inherited multiple sites where the only tag was Universal Analytics — collecting nothing since 2023.
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