What is Google Analytics 4?

Google Analytics 4 is the new generation of Google’s analytics platform, officially launched in October 2020 and which replaced Universal Analytics in 2023.

GA4 brings a new event-based data model which allows for cross-platform tracking, and a user interface, capabilities, and implementation that are all new, different, and intimidating.

With AI-driven data and privacy-centric design, its features and capabilities are built to help you not only better understand users, but predict behavior to improve user experience.

How GA4 differs from Universal Analytics?

Since the launch of the original launch of Google Analytics in 2005, Google has rolled out 4 iterations of the most widely used analytics platforms on the web.

• GA1: Urchin, 2005.
• GA2: Classic, 2008.
• GA3: Universal, 2013.
• GA4: Released in 2020, replaced UA in 2023.

When Google officially announced the launch of GA4, they said:

“The new Google analytics will give the essential insight you need to be ready for what’s next.”

The big changes are designed to help you “get ready for what’s next”, as opposed to solely reacting to what’s already happened.

GA4 offers a host of new features for marketers, including many that were previously available only to GA360 customers. Most notably, compared to older versions of Google Analytics, GA4 places a heavy focus on the event-driven data model.