Term
Google Analytics 4
The current generation of Google's web analytics tool — an event-based data model rather than the session-based Universal Analytics. The sole standard since July 2023, Universal Analytics has been shut down.
Google Analytics 4 — explained in more detail
GA4 replaces the older Universal Analytics (UA). The central change: an event-based data model — everything is captured as an event with parameters (page view, scroll, click, conversion); sessions are a derived construct. That enables cross-platform tracking (web + app in one property) and is better aligned with privacy constraints (Consent Mode v2, cookieless tracking via modeling).
GA4 has a noticeably steeper learning curve than UA — many classic reports (e.g. bounce-rate definition, goals) work differently or are missing entirely. BigQuery export is available for free in GA4 (in UA it required a 360 enterprise license), enabling deeper custom reporting.
Example / In practice
For SEO, GA4 is the source for checking: does organic traffic convert? Which landing pages have high engagement rates? Which conversion paths come from organic entries? The combination of GSC (pre-click) + GA4 (post-click) gives the full search funnel view.
Distinction from similar terms
Universal Analytics (UA) is the predecessor, shut down on 1 July 2023 — data from then on is only in GA4. Matomo and Plausible are privacy-focused alternatives. Google Search Console shows pre-click data, GA4 shows post-click.
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