GA4(GA4)
Measurement and data
Measurement and data
GA4 is the current version of Google Analytics. Everything is recorded as an event, instead of pageviews with separate goals as in Universal Analytics.
You use it to measure traffic, behaviour and conversions, and to connect Google Ads and Search Console. Out of the box you already collect pageviews, scrolls, outbound clicks and on-site searches.
GA4 uses sampling, thresholds and modelling when consent is missing. Numbers therefore differ from your backend or CRM — that's normal, as long as you read trends and ratios rather than every absolute value.
Related terms
- Google Tag ManagerGoogle Tag Manager lets you manage tracking codes and pixels without changing your website every time.
- UTM parametersUTM parameters are snippets you add to a link so your analytics shows which source, medium and campaign a visitor came from.
- ConversionA conversion is an action you defined as valuable: an enquiry, purchase, download or phone call. The conversion rate is the share of visitors who take it.
- Engaged sessionIn GA4 an engaged session is a visit lasting over ten seconds, producing a conversion, or viewing at least two pages. Its inverse is the bounce rate.