GA4
GA4 (Google Analytics 4)
The current generation of Google Analytics, built on an event-based data model rather than the sessions and pageviews of Universal Analytics. Everything — a click, a scroll, a purchase — is an event with parameters. Universal Analytics was shut down for good in 2024.
- Why it matters
- If you still think in “sessions and bounce rate”, you think in the old paradigm. GA4 measures behavior at the event level — a different way to read the data.
“GA4” is part of Glossary · Tracking & data — part of the Atlas, Websem's reference of AI search, marketing and data terms.