Google Analytics 4 (GA4)
The current version of Google Analytics, which measures website behavior based on events instead of sessions.
By Tanguy De Keyzer · Founder & digital strategist
What is GA4?
Google Analytics 4 is the current version of Google Analytics, which has replaced the old Universal Analytics since 2023. GA4 measures everything as events (a pageview, a click, a download) instead of as separate sessions, and follows users across website and app.
Why the switch happened
GA4 is built for a more privacy-friendly, cookieless web: it leans more on modeling and first-party data. The event-based approach gives a more flexible picture of the whole customer journey than the old page-based model.
What you do with it
GA4 shows where your traffic comes from, what visitors do and which channels deliver conversions. Linked to UTM parameters and conversion events it is the basis for measuring your marketing and steering your budget on what truly pays off.
From theory to growth.
We turn Google Analytics 4 into measurable results for your business.