Google Analytics 4

Overview

Google Analytics 4 (GA4) is Google’s current web analytics platform, replacing Universal Analytics. It uses an event-based data model, supports cross-platform tracking, and integrates deeply with the Google advertising ecosystem. GA4 is free for most use cases.

Key Features

• Event-Based Tracking: Flexible event model replaces pageview-centric approach
• Cross-Platform: Track web and app users with unified reporting
• Google Ads Integration: Attribution modeling for ad campaigns
• BigQuery Export: Free data export to BigQuery for custom analysis
• Predictive Metrics: ML-powered predictions for churn and purchase probability
• Audiences: Build segments for Google Ads targeting

Who Should Consider GA4

GA4 works well for:

• Marketing teams needing Google Ads attribution
• Organizations wanting free, comprehensive web analytics
• Teams already in the Google ecosystem (Ads, Search Console, BigQuery)
• Sites requiring cross-device and cross-platform tracking

Pricing Model

GA4 is free for most websites. GA4 360 (enterprise version) adds higher data limits, SLAs, and advanced features but costs significantly more.

Frequently Asked Questions

Is GA4 GDPR compliant?

GA4’s compliance depends on your implementation. You may need cookie consent banners, IP anonymization, and data processing agreements. Some EU regulators have ruled certain GA implementations non-compliant. Consider privacy-focused alternatives like Plausible if compliance is critical.

How does GA4 compare to product analytics tools?

GA4 focuses on web/marketing analytics (traffic sources, conversions, attribution). Product analytics tools like Mixpanel and Amplitude focus on in-app behavior. Many teams use both. See our PostHog vs GA4 comparison.

Should I migrate from Universal Analytics?

Universal Analytics stopped processing data in 2023. If you haven’t migrated to GA4, historical data from UA is no longer collecting. GA4 is the current Google Analytics platform.