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Glossary

GA4 (Google Analytics 4)

GA4 is the latest version of Google Analytics with event-based measurement, multi-platform support and Cloud integration.

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Google Analytics 4 (GA4) is the latest version of GA that has replaced Universal Analytics. GA4 introduces several important changes including event-based measurement, multi-platform support for both websites and mobile apps, and Google Cloud integration.

Why is GA4 important?

GA4 is built for a privacy-first future with machine learning models that work without cookies. However, data can only be retained for 14 months, unlike Universal Analytics which offered several options for data retention.