Google Analytics - GA4

Google Analytics 4 (GA4) is the current version of Google Analytics. It was launched in beta as "App + Web" in 2019, reflecting the fact that unlike its predecessor Universal Analytics it can be used across both apps and websites.

In 2023, Universal Analytics (UA) reached its end of life and Google encouraged UA users to migrate to GA4 properties.

GA4 uses an event-based model where every interaction (including pageviews and transactions) can be captured as an event.

For more detailed information on Google Analytics 4, please see the guides I've written for Wix's SEO Hub:

11 April 2024
How to exclude a subdomain from GA4 (three ways)

How do you exclude a subdomain from your GA4 reporting? Here I look at three methods, including blocking triggers in GTM.

21 August 2023
Differentiating between Forminator forms in GA4 using Google Tag Manager (GTM)

Have more than Forminator form on your WordPress site? Here's how to differentiate between them in GA4 using Google Tag Manager.

4 June 2023
Using GTMSpy to spy on GA4

GTMSpy doesn't support GA4 tags, but in some cases it can still be used to get insights on whether a site uses GA4.

16 November 2020
What does Google Analytics 4 mean for the GAIQ exam?

Google Analytics 4 has now been launched. How has the Google Analytics Individual Qualification (GAIQ) exam changed as a result?

James Clark
Hi! I'm James Clark and I'm a freelance web analyst from the UK. I'm here to help with your analytics, ad operations, and SEO issues.
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