Definition
What is GA4 (Google Analytics 4)?
GA4 is Google's current analytics platform, replacing Universal Analytics. It uses an event-based data model instead of session-based hits, supports cross-platform measurement (web and app), and relies on machine learning for predictive metrics and privacy-safe modeling. GA4 properties are configured through the Google Analytics interface or the Admin API.
Why it matters
GA4 is the default analytics platform for nearly every B2B website, and properly configuring it is a prerequisite for accurate traffic, engagement, and conversion reporting.