Google Analytics 4 (GA4) is Google’s latest version of analytics that replaced Universal Analytics. It collects data differently to Universal Analytics and is based on the concept of events and user interactions.

Here’s what you get from Google Analytics 4 (GA4):

  • Improved data controls for better management and control of data collection and retention

  • Automatically surfaced insights using machine learning

  • Cross platform reporting across web and mobile apps

  • Advanced analysis features

  • No hit limits

  • Unsampled reports

  • Big Query Integration

  • Lifecycle Reporting

  • New and improved reporting and navigation

  • Deeper Google Ads integration

  • Works with or without cookies

  • Migration Tools

  • Privacy centric design to align with industry changes such as ITP and GDPR

  • No ongoing costs - it’s free!

Universal Analytics was sunset as of July 1st 2023. Find out more here or get in touch.