Google Analytics 4
GA4 · Google's analytics tool that measures website and app visits with an event-based model; it replaced Universal Analytics in 2023.
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Why it matters
GA4 shows where visitors come from, what they do and which channels bring conversions. Every interaction is an event, and you decide which events count as conversions. A correctly set up GA4 lets advertising and SEO decisions be made with data.
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Example
A company marks form submissions, phone clicks and quote downloads as key events in GA4. The report shows that visitors from organic search download the most quotes, and content work is prioritised accordingly.
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Common mistake
Installing GA4 and defining no conversions. An account that shows only visit counts cannot tell you which work is paying off.
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Related terms
Related services and guides
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