Software: Google Analytics – Google Analytics 4 (GA4)

Category: Web & App Analytics Platform

Primary Use: Website tracking, event-based analytics, and cross-platform measurement

Developer: Google LLC

Starting Price: Free (standard version); GA4 360 available with enterprise pricing

Free Trial/Plan: Free version available

Platform: Web-based (cloud)

Official Website: analytics.google.com

Google Analytics 4 (GA4) is the latest version of Google’s web analytics platform. It provides event-based tracking, cross-device measurement, and predictive insights for websites and mobile apps.

What Is Google Analytics 4?

GA4 is a SaaS analytics platform introduced by Google in 2020 as the successor to Universal Analytics. It focuses on event-driven data collection rather than session-based reporting.

The platform unifies website and mobile app tracking under a single property, allowing cross-platform user analysis.

GA4 operates entirely in the cloud and integrates with other Google products.

Who Uses Google Analytics 4?

GA4 is widely used by small businesses, ecommerce brands, digital marketers, SaaS companies, publishers, and enterprise organizations. It is suitable for businesses of all sizes seeking web and app performance insights.

Marketing teams use GA4 to measure campaign effectiveness. Ecommerce brands use it to track product sales and conversions. App developers use it to analyze user engagement.

Core Features

GA4 provides event-based tracking for user interactions.

Cross-platform tracking supports web and mobile app analytics.

Customizable reporting dashboards allow tailored data views.

Conversion tracking measures defined user goals.

Predictive metrics provide purchase and churn probability insights in supported accounts.

Audience segmentation tools enable targeted analysis.

Ecommerce tracking monitors product performance and revenue.

Attribution reports evaluate marketing channel contributions.

Integration with Google Tag Manager simplifies event configuration.

BigQuery export is available for advanced data analysis (with conditions).

Integrations and Compatibility

GA4 integrates with Google Ads for campaign tracking.

The platform connects with Google Search Console for SEO data.

Integration with BigQuery supports advanced data analysis.

API access allows exporting analytics data to third-party systems.

GA4 operates as a fully cloud-based SaaS solution.

Pricing Structure

The standard version of GA4 is free with data collection limits.

Google Analytics 360 (enterprise version) offers higher data thresholds and advanced features with custom pricing.

Pricing for GA4 360 is typically structured through enterprise contracts.

Advantages and Limitations

GA4 provides cross-platform analytics and event-based tracking within a free tier. Integration with Google’s advertising ecosystem supports marketing attribution.

However, the interface and data model may require adjustment from previous versions. Data sampling and reporting thresholds may apply in free accounts. Advanced configuration may require technical setup.

Alternatives to Google Analytics 4

Several platforms provide similar analytics functionality. Adobe Analytics supports enterprise reporting. Matomo offers privacy-focused analytics. Mixpanel provides event-based product analytics. Piwik PRO focuses on compliance-driven analytics.

Each alternative differs in pricing structure, hosting options, and feature depth.

Frequently Asked Questions

What does Google Analytics 4 do?

GA4 is a web and app analytics platform that tracks user behavior using event-based data collection.

Is Google Analytics 4 free?

Yes. The standard version is free.

Does GA4 support cross-device tracking?

Yes. It supports unified web and app tracking within a single property.

Who typically uses GA4?

Businesses of all sizes, from small websites to enterprise organizations, commonly use the platform.

Key Takeaways

Google Analytics 4 is a cloud-based event-driven analytics platform designed for cross-platform measurement. It includes event tracking, ecommerce reporting, audience segmentation, attribution modeling, predictive insights, and integration with Google Ads and BigQuery. The standard version is free, while GA4 360 offers enterprise-level capabilities with custom pricing.