Google's current web and app analytics product, replacing Universal Analytics in 2023 with an event-based data model, cross-platform user reporting, and built-in BigQuery export. GA4 is the most common source of site-side conversion and attribution data and links natively to Google Ads for audience sharing and conversion import.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Google Analytics 4." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/google-analytics-4/