Google Analytics 4 (GA4)

Google describes Google Analytics as giving a complete understanding of customers across devices and platforms, to help businesses understand customer journeys and improve marketing return. The version in use today, Google Analytics 4 (GA4), was introduced on October 14, 2020 (see the timeline entry).

What Google says it does

• Cross-platform measurement: understanding how people interact with sites and apps across their lifecycle.
• Machine learning: surfacing insights and anticipating future customer actions.
• Connections: it works with Google Ads, Search Ads 360, Display & Video 360, Google Cloud and Search Console.
• Controls and reporting: users can control how data is used, and the product includes built-in automation and flexible reporting.

Pricing

Google says there is a free version for small and medium businesses and Analytics 360, a premium enterprise tier, for advanced needs.

On this site

MarTech Roundup itself uses Google Analytics 4 to count visits; see the privacy policy.