GA4

GA4 is the new generation of Google Analytics, which replaced Universal Analytics in July 2023. Unlike its predecessor based on sessions, GA4 relies on an event-driven data model that allows precise tracking of every user interaction, whether it occurs on a website or a mobile app. The platform incorporates advanced machine learning features to fill data gaps related to consent, provide predictive audiences and generate automatic insights. Its native integration with Google Ads, BigQuery and the entire Google Marketing Platform makes it the reference analytics foundation for digital teams.

GA4 is the essential starting point for any analytics strategy (measuring traffic and conversions, analyzing user journeys, tracking marketing campaigns, multichannel attribution, creating audiences for remarketing, or feeding CRO and personalization tools). The tool is also a necessary prerequisite before launching any experimentation or conversion optimization program.

GA4 is designed for all organizations managing digital properties, from freelancers to large enterprises. It is particularly useful for marketing, CRO and data teams who want to measure channel performance, analyze user behavior and feed their activation tools (retargeting, personalization, experimentation) with reliable and structured data.