Google Analytics 4 (GA4)

Category: Analytics

Google's event-based analytics platform, the successor to Universal Analytics.

GA4 is the free tier of modern web/app analytics. Event-based data model, cross-platform (web + app), free-tier BigQuery export, and privacy-forward defaults. Trade-offs: fewer out-of-the-box reports, a steeper learning curve, and quirks around session definitions. Every marketing team should have GA4 configured with proper conversion events and a monthly cleanup ritual.