What does GA4 (Google Analytics 4) mean?

GA4, short for Google Analytics 4, is the next generation of Google Analytics that replaces Universal Analytics. Unlike its predecessor, GA4 is built around an event-based data model, which means every interaction (like clicks, scrolls, or purchases) is tracked as a standalone event. GA4 also enables cross-platform tracking across websites and mobile apps, offering a more complete view of the customer journey.

It includes new features like predictive analytics, enhanced privacy controls, and customizable reports tailored to modern marketing needs.

Example

“After switching to GA4, we were able to track scroll depth and video engagement events without any extra setup.”

What are ways to use GA4 in your business?

Set up GA4 to measure key interactions such as pageviews, clicks, form submissions, and purchases across your website or app. Use its real-time data and custom event tracking to understand how users move through your funnel. GA4 also provides insights into customer retention, engagement, and predictive metrics like potential revenue.

It’s ideal for businesses that need flexible, privacy-focused analytics with deeper cross-device insights.

Pro Tip

Don’t wait to migrate from Universal Analytics - GA4 is now the default version and offers richer data, but it requires new tracking setup and learning its interface.