Google Analytics 4

Overview

Google Analytics 4 (GA4) is Google's web and app analytics platform, replacing Universal Analytics which was discontinued in July 2023. GA4 rebuilds analytics around an event-based data model rather than session-based tracking — every interaction (page view, scroll, click, purchase) is captured as an event with associated parameters.

The platform is free for virtually all websites, making it the most widely deployed analytics tool in the world. Its power comes from deep integration with Google's advertising products and a free BigQuery export that lets data teams run SQL queries over raw event data — a capability that typically costs hundreds of dollars per month with paid analytics platforms.

Key Features

• Event-based data model — flexible tracking of any user interaction, not just page views
• Exploration reports — custom funnel analysis, user path analysis, and cohort reporting
• Predictive audiences — machine learning-powered segments for users likely to purchase or churn
• BigQuery export — free export of raw event data for SQL analysis (up to 1M events/day)
• Google Ads integration — seamless conversion import and audience sharing with Google Ads
• Cross-platform tracking — unified web and app analytics in a single property
• Real-time reporting — live view of active users and events
• Consent Mode — modelled data for users who opt out of tracking

Pricing

GA4 is completely free with no usage caps on standard reports. The Google Analytics 360 enterprise tier is part of Google Marketing Platform, priced at $150,000+/year and relevant only for very high-traffic properties with SLA requirements. For virtually every website and app, the free version provides complete analytics functionality at no cost.

Best For

GA4 is the right default for any website or app connected to Google Ads. It is indispensable for SEO and content marketers who rely on Search Console integration, and for developers who want raw event data access via BigQuery. Small businesses and bloggers benefit from professional-grade analytics without software cost.

Limitations

GA4 has a steep learning curve compared to Universal Analytics or simpler platforms like Plausible. The interface reorganised familiar reports and made some basic tasks harder to find. Data sampling applies to complex queries on high-traffic properties on the free tier. GA4 has faced scrutiny in the EU for GDPR compliance — companies in regulated markets should evaluate alternatives or implement proper consent management.

Verdict

Free, powerful, and deeply integrated with Google's ecosystem. The correct default for any site running Google Ads. For privacy-conscious teams or those who need simpler analytics, purpose-built tools like Mixpanel, PostHog, or Fathom are worth evaluating.