Google Analytics 4
Google's next-generation analytics platform built on an event-based data model. GA4 provides cross-platform tracking, machine learning insights, and privacy-centric measurement with BigQuery integration for raw data access.
Google Analytics 4 Pros & Cons
Key strengths and limitations to consider
Strengths
- Free for most use cases
- Event-based data model
- BigQuery export included
- Cross-platform tracking
- ML-powered insights
Limitations
- Steep learning curve from UA
- Data sampling at scale
- Limited historical data
- Complex attribution setup
Ideal For
Who benefits most from Google Analytics 4
Quick Analysis
Google Analytics 4 is the standard web and app analytics platform with event-based tracking. Essential tool for digital marketing and product teams.
Website analytics for any business
App and web unified tracking
E-commerce conversion analysis
Marketing attribution
Audience building for Google Ads
Key Features
- Product and behavioral analytics dashboards
- Funnel analysis and retention tracking
- Self-serve exploration for all teams
Popular Integrations
Google Analytics 4 works seamlessly with these tools:
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