Glossary · SEO & Search
Google Analytics 4 (GA4)
Overview
What GA4 is and how it changed
Google Analytics 4 is the current version of Google's free analytics product, launched in 2020 and made the default in 2023 when Universal Analytics stopped processing data. GA4 uses an event-based model: every interaction, whether a page view, scroll, click, or purchase, is recorded as an event rather than a session-and-pageview hit, so it can measure websites and mobile apps in a single property.
What GA4 measures
GA4 reports acquisition (where users come from), engagement (what they do), monetization, and retention. It centers on conversions, now called key events, and can model them in privacy-friendly, consent-aware ways. Because it is event-based, teams can often define custom events with little code, and connect the data to Google Ads and BigQuery for deeper analysis.
How we use GA4 across marketing
Accurate measurement underpins every channel we run, from SEO and local SEO to PPC and Google Ads, social media, content, and email marketing. Our team configures GA4 events, key events, and cross-channel attribution so clients see which efforts actually drive leads and revenue, then surfaces it in clear Looker Studio dashboards rather than raw reports.
Where we use it
Related Zen in Tech services
How our team puts Google Analytics 4 to work in real projects.
FAQ
Google Analytics 4 — common questions
Is GA4 free?
Yes. Google Analytics 4 is free for the vast majority of businesses. Google offers a paid enterprise tier (Analytics 360) for very high data volumes and advanced service levels, but standard GA4 covers most sites and apps.
What is the difference between GA4 and Universal Analytics?
GA4 uses an event-based model and measures web and apps together, while the retired Universal Analytics used sessions and pageviews for websites only. Universal Analytics stopped collecting data on July 1, 2023.
Do I still need Search Console if I have GA4?
Yes. GA4 shows on-site behavior, while Google Search Console shows how you perform in Google Search, including queries and rankings. They answer different questions and are commonly used together.
Keep exploring
Related terms
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