Google Analytics 4 (GA4)
Google Analytics 4 (GA4) is Google's current web analytics platform, using an event-based data model. It replaced Universal Analytics in July 2023 and provides insights into user behaviour and conversions.
Reviewed by Alexander Yarovenko · Updated: 2026-07-03
What is Google Analytics 4?
Google Analytics 4 (GA4) is Google's current generation web and app analytics platform, launched in 2020. It replaced Universal Analytics (UA) on July 1, 2023, when UA stopped processing new data. GA4 uses an event-based data model rather than UA's session-based model, making it more flexible and aligned with cross-device, cross-platform tracking.
GA4 vs Universal Analytics
| Universal Analytics | GA4 | |
|---|---|---|
| Data model | Session-based (hits) | Event-based (all interactions = events) |
| Primary metric | Bounce rate | Engagement rate |
| Conversions | Goals | Key events (formerly conversions) |
| Cross-platform | Web only | Web + App (unified) |
| Machine learning | Limited | Built-in predictions (churn, purchase probability) |
| Data retention | Up to 50 months | Up to 14 months (raw events) |
Key GA4 Reports for SEO
- Acquisition → Traffic acquisition — see which channels drive sessions
- Acquisition → User acquisition — see which sources acquire new users
- Engagement → Pages and screens — top pages by views, engagement time, and events
- Engagement → Landing page — which pages users first land on from search
- Search Console integration — connect GSC to see queries driving organic traffic
GA4 and SEO
For SEO analysis, GA4 is most useful when integrated with Google Search Console. The native GA4 data only shows organic as a channel — you need GSC data for keyword-level insights. Connect both in GA4's Admin → Property settings → Search Console links.