Google Analytics 4 (GA4)

Google Analytics 4 (GA4) is Google's analytics platform for understanding activity on websites and apps. Its event-based measurement model can record interactions such as page views and, when configured, actions like form submissions. Businesses can use reports to explore where visits come from and how people engage with content. Important business actions can be marked as key events. GA4 does not automatically explain why someone chose a competitor or reveal every visitor's identity, and measurement depends on implementation and consent settings. Its sessions and users also should not be expected to match Search Console's search clicks and impressions one for one.