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    What is Google Analytics 4 (GA4)?

    Reviewed by Taylor Moses, Co-Founder, Strategy & Web·

    Direct Answer

    Google Analytics 4 (GA4) is Google's current free analytics platform, replacing Universal Analytics in 2023. GA4 is event-based (every interaction is an 'event'), supports cross-device tracking, includes built-in attribution modeling, and integrates natively with Google Ads. Every business website should have GA4 installed.

    Voice answer (≤30 words)

    “Google Analytics 4 is Google's free analytics platform. It is event based and replaced Universal Analytics in twenty twenty-three.”

    Set up GA4 with at least 5 conversion events: form submit, phone click, calendar booking, email click, file download.

    Pair GA4 with Google Tag Manager for fast, no-code event configuration.

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