Google Analytics 4 (GA4)

Google Analytics 4 (GA4) is Google's current analytics platform and the replacement for the now fully sunset Universal Analytics, which stopped processing data in 2023 and had its data deleted starting the week of July 1, 2024. GA4 uses an event-based data model, in which every interaction is an event, rather than Universal Analytics' session-and-pageview model; it spans web and app, supports cross-platform measurement, and is built around consent signals and modeled conversions. It is the standard source for on-site behavior and conversion measurement.

Source: support.google.com