Google Analytics 4 (GA4)

Google Analytics 4 is Google's event-based analytics platform that replaced Universal Analytics in 2023. Unlike its predecessor's session-based model, GA4 tracks user interactions as events across websites and apps. It features machine learning-powered insights, enhanced cross-platform measurement, and privacy-focused data collection. GA4 introduces new metrics like engagement rate (replacing bounce rate) and provides predictive metrics for churn probability and purchase likelihood. Its flexible event structure requires strategic implementation to capture meaningful business data.