Google Analytics 4 (GA4)

What is GA4?

Google Analytics 4 (GA4) is Google’s measurement platform, launched in October 2020 to replace Universal Analytics. Unlike its predecessor, which relied on a session-and-pageview model, GA4 adopts a fully event-based model: every interaction (page view, click, scroll, purchase) is recorded as an event.

Key features

GA4 unifies web and mobile measurement within a single property. It introduces data streams to connect websites and iOS/Android applications. The dimension and metric system is more flexible, with the ability to create custom dimensions directly in the interface.

Native BigQuery integration allows free export of all raw data, unlocking advanced analysis possibilities that were impossible with Universal Analytics. GA4 also integrates Consent Mode to adapt data collection to GDPR consent requirements.

Why GA4 requires expert configuration

The default GA4 installation covers only a fraction of measurement needs. A professional GA4 setup involves configuring custom events, conversions, e-commerce tracking and BigQuery export. Without this configuration, reports remain incomplete and difficult to use for decision-making.