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Measurement
GA4
Google Analytics 4
GA4 is the current version of Google Analytics. Everything is an event with parameters, instead of sessions with pageviews and custom variables as in Universal Analytics.
- When it applies
- It fits as a web and app analytics layer when the business needs fast shared reporting, and when volume and detail fit inside its cardinality and retention limits.
- What it is confused with
- It is not Universal Analytics with a new screen. Historical data does not migrate, metrics are computed differently, and comparing a before period with an after one without saying so produces false conclusions.
- Architecture consequence
- Event names and parameters are decided before implementation, because renaming later splits the historical series. Consent shapes what arrives, so the data model and the consent model are designed together.