GA4 (Google Analytics 4)

Google Analytics 4 (GA4) is the latest version of Google's web traffic analysis platform, introduced in October 2020. It gradually replaces Universal Analytics (UA) and represents a fundamental change in the approach to collecting and analyzing data.

What is GA4 used for?

GA4 is used for:

• Tracking user behavior on websites and mobile applications
• Analyzing interactions (events) instead of just pageviews
• Measuring the effectiveness of marketing campaigns
• Understanding user behavior across different channels
• Creating personalized reports and studies

Advantages of GA4

• Cross-device and cross-platform tracking - Combines data from websites and mobile applications
• Event-focused approach - All interactions are treated as events, allowing for more flexible tracking
• Improved user journey analysis - Built-in features for journey analysis and funnels
• Better compliance with enhanced privacy requirements - Built-in features for data privacy protection
• More powerful machine learning features - Automatic detection of trends and anomalies
• Free link with Google BigQuery - Ability to export raw data for deeper analysis

GA4 represents a modern platform designed to meet the needs of digital analytics in the context of increasing importance of user privacy and multi-channel user interactions.