GA4 (Google Analytics 4)
Google's current analytics platform, using an event-based data model designed for cross-device and cookieless measurement.
Full definition
GA4 replaced Universal Analytics in July 2023 as Google's standard analytics platform. Unlike UA's session-based model, GA4 is built on an event-based model where every interaction is an event. Key features include cross-device tracking via User-ID, built-in predictive metrics (purchase probability, churn probability), BigQuery export for raw data analysis, and Explorations for custom reports. GA4 also uses machine learning to fill data gaps caused by cookie consent refusals. Marketers migrating from UA need to rebuild their goals, custom dimensions, and reporting views — the data model is fundamentally different.
Real-world example
Using GA4's funnel exploration, a SaaS company discovers 68% of trial users drop off at the billing step — leading to a redesign that increases conversion by 23%.
Related terms
The process of measuring specific user actions — purchases, sign-ups, calls — that represent business goals.
Read definitionThe process of crediting marketing touchpoints with conversions or sales.
Read definitionTags added to URLs that let analytics tools identify the source, medium, and campaign driving traffic.
Read definitionA technique that groups users by a shared characteristic (usually acquisition date) to track their behaviour over time.
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