Google Analytics 4

What it does

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GA4 is Google's free web and app analytics platform and the default way most businesses track visitors, events, and conversions. It replaced the older Universal Analytics session model with an event based structure, so every click, scroll, and purchase gets logged as its own event.

The standout piece is how tightly it plugs into Google's ad ecosystem. Data flows straight into Google Ads for bidding signals and audience building, and the Explorations reports let you build custom funnels and cohort views without a separate BI tool.

The tradeoff is that GA4 was designed around Google's own advertising priorities, and the interface still trips up people who learned analytics on the old Universal

Who this helps

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• An agency setting up baseline tracking on a new client site before any paid campaigns launch

• A marketer who wants free, Google Ads native conversion data without paying for a separate attribution tool

• A small business owner who needs to know which pages people land on and where they drop off

• A team already running Google Ads that wants first party event data feeding back into campaign optimization automatically

Free tier:

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See the vendor site for current free tier details.