Glossary · MeasurementTOFU
GA4 (Google Analytics 4)
The short answer
GA4 (Google Analytics 4) is Google's current analytics platform, which replaced Universal Analytics. It records everything as events — page views, clicks, purchases — rather than sessions and pageviews as separate concepts.
That model is flexible and powerful, but it also means GA4 is only as good as its configuration. A property that was never properly set up will happily report inflated conversions and misattributed traffic.
Concepts that matter
- Events — every interaction, with parameters describing it
- Key events — the events you mark as important business outcomes
- Data-driven attribution — the default model for assigning credit
- Explorations — ad-hoc analysis beyond standard reports
- BigQuery export — raw event data you own
Common GA4 problems
- Purchase events firing twice
- Payment gateways appearing as referral sources
- UTMs lost to redirects
- Every button click marked as a key event
- Internal traffic not filtered
GA4 terms explained
| Term | Meaning |
|---|---|
| Event | Any tracked interaction (page_view, purchase) |
| Parameter | Detail attached to an event (value, item_id) |
| Key event | An event marked as important for reporting |
| Session | A group of interactions within a time frame |
| Engaged session | A session longer than 10 seconds, with a key event or 2+ page views |
| Explorations | Custom analysis reports (funnels, paths) |
See GA4 setup.
GA4 in practice
A store tracks product views, add-to-carts, checkouts and purchases with values in GA4, then compares channels by revenue and conversion rate, using back-end data to confirm totals.
GA4 essentials
- Event-based tracking with key events
- Ecommerce events with values
- Consent mode
- Links to Google Ads and Search Console
Common GA4 mistakes
- Duplicate purchase events
- Missing payment-gateway return tracking
- No consent mode
- Unfiltered internal traffic
Frequently asked questions
Why doesn't GA4 match our ad platforms?
Different attribution models, windows and identity methods. Reconcile each against your back end instead of expecting identical numbers.
Is GA4 free?
The standard version is free. GA4 360 is a paid enterprise tier.
Can GA4 track WhatsApp clicks?
Yes, as events — and outcomes from WhatsApp conversations can be added through your CRM.
Does GA4 store data forever?
No. Explorations data is limited by the retention setting; standard reports use aggregated data. BigQuery export keeps raw data.
Why don't GA4 numbers match our store?
Consent, ad blockers, tagging errors and payment-gateway redirects are common causes.
Related terms
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