What is Google Analytics 4 (GA4)?

Migrating to Google Analytics 4 (GA4): The Future of Web Analytics

In the dynamic world of digital marketing, understanding user behavior is paramount. Enter Google Analytics 4 (GA4) – the newest iteration of Google‘s web analytics platform. But what makes it stand out, and why is there a surge in discussions about migrating to GA4? Let‘s dive in.

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1. What is Google Analytics 4 (GA4)?

Google Analytics 4, also known as as GA4, is the latest version of Google Analytics. It represents a significant departure from the earlier versions, both in terms of features and underlying philosophy. Unlike its predecessor, Universal Analytics (UA), GA4 is built from the ground up to provide a more holistic view of how users interact with your content, whether on a website or an app.

2. Why Migrate to GA4?

a) Event-Based Tracking: While the traditional approach relies heavily on session-based data, GA4 shifts focus to event-based tracking. This shift means you can gather more granular data about how users engage with your content. Whether it’s button clicks, form submissions, or video views, GA4 offers more flexibility in tracking and reporting.

b) Cross-Platform Reporting: If you have both a website and a mobile app, GA4 is a game-changer. It seamlessly integrates data from both platforms, providing a unified view of user behavior. With GA4, you no longer need separate properties for your website and app.

c) Enhanced Machine Learning & Predictive Metrics: GA4 leverages advanced machine learning algorithms to offer predictive metrics. It can help businesses forecast potential churn, user retention, and even potential revenue from a segment of users.

d) Improved Audience Building & Customization: GA4 offers more dynamic audience building. You can include or exclude user groups based on their past on-site behavior and likely future actions.

e) Future-Proof Against Cookie Limitations: With growing privacy concerns and stricter regulations on third-party cookies, the digital landscape is rapidly changing. GA4 is designed with these changes in mind, focusing more on first-party data and less dependency on cookies.

f) Free BigQuery Integration: For those who need deeper analysis, GA4 offers free integration with BigQuery, allowing you to run complex SQL queries on your data and integrate with other datasets.

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3. The Inevitable Future:

Google has hinted that GA4 is the future of Google Analytics. While the previous versions will still be available, all new innovative features and updates will be rolled out to GA4. This focus means that eventually, businesses might find UA lacking the latest tools and insights, making GA4 the inevitable choice.


Embracing GA4 now ensures that you’re ahead of the curve, leveraging the most advanced tools to understand and enhance your user experience. As the digital landscape continues to evolve, GA4 offers a robust, future-proof solution for businesses looking to thrive in the digital age. Don’t wait for the inevitable – make the switch to GA4 today!

Какво е Google Analytics 4 (GA4)?