Google Analytics 4
The default way most of the web measures what visitors actually do
What it is
About Google Analytics 4
Google Analytics 4 (GA4) tracks user interactions across websites and apps using an event-based data model (replacing the older session-based Universal Analytics), giving marketers visibility into traffic sources, user journeys, conversions and campaign ROI. It's the near-universal default analytics layer for campaign planning, integrating with Google Ads and BigQuery for deeper analysis.
What you can do with it
Capabilities
Track website/app traffic, events and conversions across channels
Build custom audiences and funnels to analyse user journeys
Attribute conversions to specific marketing campaigns and channels
Set up custom events and conversion goals via Google Tag Manager
Export raw event data to BigQuery for advanced analysis
How to learn it
Learning Resources
Google's own free Google Analytics Academy / Skillshop GA4 courses and certification
Google's official GA4 documentation and Measurement Protocol reference
YouTube channels like Analytics Mania and Measure School
Practise by setting up GA4 on a personal site/blog and configuring real events and conversions
Pro Tip
Plan your event and parameter naming convention before implementation, not after — GA4's flexible event model makes it easy to end up with inconsistent, hard-to-report-on event names if multiple people implement tracking ad hoc
Skills that use this tool
Roles that use this tool