Analytics

GA4

Definition

What is GA4?

Google Analytics 4, the event-based successor to Universal Analytics. Tracks user journeys across web and app, integrates with Google Ads, and supports server-side data via Measurement Protocol. Required for modern attribution in Google's ad ecosystem.

Same category

More Analytics terms

Google Tag ManagerGTM
Attribution Window
First-Party Data
Multi-Touch AttributionMTA
Pipeline Attribution
Looker

Browse all 121 glossary terms →

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