Google Analytics 4.
Learn what Google Analytics 4 means in modern search and SEO.
Google's current analytics platform built on an event-based data model, replacing Universal Analytics for web and app measurement.
Google Analytics 4 (GA4) is the fourth generation of Google Analytics, launched in 2020 and made mandatory in July 2023 when Universal Analytics was sunset. GA4 uses an event-based data model where every user interaction — pageview, click, scroll, purchase — is captured as an event with associated parameters.
Event-Based Model
Unlike Universal Analytics, which separated hit types (pageview, event, transaction), GA4 treats everything as an event. This simplifies the schema and enables flexible funnels. Built-in enhanced measurement auto-collects scroll depth, outbound clicks, video engagement, and file downloads without additional tagging.
Cross-Device and Cross-Platform
GA4 unifies web and app data in a single property. With User-ID or Google Signals, GA4 can stitch sessions across devices to build a more accurate user journey picture than Universal Analytics, which was session-scoped and web-only.
BigQuery Export
GA4's free BigQuery export (available to all properties, not just GA4 360) is a significant upgrade from Universal Analytics. It provides raw, unsampled, hit-level data that analysts can query with SQL, enabling custom attribution models, cohort analyses, and integrations with data warehouses.
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