Google Analytics 4

Google Analytics 4 is Google's current analytics platform, replacing Universal Analytics. It is free for all websites and provides comprehensive event-based tracking, cross-platform measurement, and machine learning insights.

What You Get

• Unlimited websites - Track as many properties as you need
• Event-based tracking - Measure interactions beyond pageviews
• Cross-platform - Track users across web and mobile apps
• Exploration reports - Custom analysis with drag-and-drop report builder
• Predictive metrics - AI-powered purchase and churn predictions
• BigQuery export - Free data export to Google BigQuery for advanced analysis
• Audience building - Create segments for Google Ads targeting

What to Know

GA4 is powerful but has a steep learning curve compared to its predecessor. The interface can be confusing, and setting up event tracking requires more configuration than simpler tools. For privacy-conscious businesses, GA4 uses cookies and requires consent banners in the EU.