What is Google Analytics 4?

Google Analytics 4 (also called GA4) is a much-anticipated update within the Google Analytics (GA) product. With the proliferation of new platforms—like mobile applications and IoT (Internet of things) devices—there is a huge influx of new data sources in analytics and a need to both unify tracking and enable data science and artificial intelligence within GA. Until recently, web analytics remained distinct from app analytics or data collected on other platforms within the Google Analytics product. And while dimensions and metrics are unique to each platform, conversion goals are largely the same across devices—a purchase, a sign up, a download, or any defined objective.

Simply put, analysts can gain more value by combining data on user actions and conversions for insights across different platforms.

With new analytics concepts of user-centricity and micro-moments, digital marketing analysts must now gather and interpret data across devices to fully understand the customer’s journey. This guide discusses Google Analytics 4 as a platform for cross-device digital marketing and powerful user-centric analytics.