Analytics & data
GA4
Google Analytics 4 — Google's current-generation analytics tool, built on an event-based, cross-platform model.
GA4 (Google Analytics 4) is the successor to Universal Analytics. It measures user behavior through events, unites web and app, and emphasizes prediction and privacy.
Why it matters
GA4 is today's standard data source for decisions. Correctly configured conversions and events are the prerequisite for measuring performance and attribution.
Real-world example
An e-shop sets up a GA4 "purchase" event with order value. That yields real ROAS plus data for smarter campaign targeting in Google Ads.
Related terms
Related serviceAI Performance
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