← GlossaryAnalytics
GA4
Also known as · Google Analytics 4
Google's current analytics platform — event-based, cross-platform, with privacy-first defaults.Google Analytics 4 (GA4) replaced Universal Analytics in July 2023. GA4 is event-based rather than session-based, supports cross-platform measurement (web + app together), and ships with privacy-first defaults including IP anonymization and data-retention controls. Configuring GA4 correctly — custom events, conversions, attribution model — is foundational to any modern measurement stack.
Related terms
Other analytics terms.
Attribution
The process of assigning credit for a conversion across the marketing touchpoints that contributed to it.
MMM
Statistical method that estimates the incremental contribution of each marketing channel using aggregated data.
Incrementality
The portion of conversions that would not have occurred without the marketing intervention.
Bounce Rate
Share of sessions that view only one page before leaving the site.
UTM Parameters
URL query parameters that pass campaign source, medium, and campaign name to analytics platforms.
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