What is GA4?
GA4, or Google Analytics 4, is Google's analytics platform for websites and apps. It records measured interactions as events, can combine web and app data in one property, and replaced Universal Analytics as Google's standard analytics tool.
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How GA4 measures activity
GA4 is event-based. Page views, clicks, scrolls, and purchases are all events, each of which can carry extra details called parameters.
You mark important events as key events for GA4 behavioral reports. For Google Ads measurement and bidding, create advertising conversions from those events with a linked Google Ads account; marking a key event does not automatically create an Ads conversion.
What GA4 is good at
It shows how people find and use your site, which channels bring traffic, and what they do afterward. It also links with Google Ads and can export raw data to BigQuery.
Its reports and terms differ from the older Universal Analytics, so comparing old and new numbers directly can mislead.
Getting accurate data
Accuracy depends on setup. Define your key events, filter internal traffic, use consistent UTM tagging, and respect consent choices. Review the data regularly, since site changes can break tracking.
Common questions
What's the difference between GA4 and Universal Analytics?
Universal Analytics was built around sessions and page views. GA4 is built around events and can combine web and app data in one property.
Is GA4 free?
There's a free version that covers many needs, and a paid version, Analytics 360, for larger organizations. Check Google for current limits.
Why don't my GA4 numbers match Google Ads?
The tools can differ in attribution, counting, timing, and reporting scope. Align these settings before investigating large gaps; differences alone do not establish that setup is wrong.
Can GA4 track conversions?
Yes. Mark important events as key events for GA4 behavioral reporting. To use them for advertising measurement and bidding, create advertising conversions from them with a linked Google Ads account. Key events do not automatically become Ads conversions.
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