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Google Analytics 4 (GA4) is Google's next-generation analytics platform, designed for cross-platform measurement and a privacy-first future. It uses event-based data and machine learning to provide deeper insights into customer behavior across websites and apps, enabling more effective marketing and data-driven decision-making.
GA4 is used because it provides a more comprehensive and future-proof approach to analytics. 1 Its cross-platform measurement, event-based data, privacy-centric design, and predictive capabilities offer deeper insights into customer behavior across websites and apps, enabling businesses to make better data-driven decisions, optimize marketing campaigns, and understand the entire customer journey in a rapidly changing digital landscape.
GA4 is the future of Google Analytics. Universal Analytics (the previous version) is being phased out. GA4 offers enhanced cross-platform tracking, improved privacy features, predictive metrics, and a more comprehensive understanding of the customer journey.
GA4 is event-based, focusing on user interactions, while Universal Analytics is session-based, focusing on page views. GA4 measures across platforms (web and app), has enhanced privacy features, and uses machine learning for predictive insights.
GA4 is designed with privacy in mind. It uses machine learning to fill data gaps caused by privacy regulations and offers features like cookieless measurement.
Conversions are specific events that you define as valuable to your business, such as purchases, sign-ups, or form submissions.
GA4 uses machine learning and user identification (if provided) to stitch together user behavior across different devices and platforms, giving you a more complete view of the customer journey.
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