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Analytics

What is GA4 (Google Analytics 4)?

Google's next-generation analytics platform — an event-based data model that replaced GA Universal.

Detailed definition

GA4 replaced Universal Analytics in 2023. It uses an event-based data model (every interaction is an "event"). Advantages: cross-device and cross-platform tracking, machine learning insights, free BigQuery export, privacy-first design. Setup: gtag.js or Google Tag Manager. Enhanced Measurement automatically tracks scrolls, outbound links, video and file downloads.

Examples

  • Use the "purchase" event in GA4 to measure sales conversion accurately.

Related terms

GTM (Google Tag Manager) Google's tag management system for adding analytics and advertising tags without touching your site code. Enhanced Conversions A way of improving conversion matching by sending first-party data such as email and phone number to Google Ads in hashed form. Conversion Rate The percentage of visitors to your site who complete the desired action (a purchase, a form submission). Attribution Model The model that shares out a sale or conversion across the channels and touchpoints behind it. AOV (Average Order Value) Average basket value — total revenue ÷ number of orders.
Category Analytics

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If you would like to discuss how GA4 (Google Analytics 4) applies to your business, we can arrange a short initial call. The first 30-minute call is free.

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From the same category

Other terms in the Analytics category

LTV (Lifetime Value) The total revenue a customer generates for the brand over their lifetime. A critical metric in subscription and e-commerce models.
See the full glossary →

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