SEO Term Definition
Google Analytics 4 (GA4)
Google's current analytics platform using event-based data models, replacing Universal Analytics for SEO performance tracking.
Reviewed by Alexander Yarovenko · Updated: 2026-07-03
What Is Google Analytics 4?
Google Analytics 4 (GA4) is Google's current web analytics platform, launched in 2020 and mandated as the primary analytics tool from July 2023 when Universal Analytics was sunset. GA4 uses an event-based data model that tracks all user interactions as events rather than page views and sessions.
Key Differences from Universal Analytics
| Feature | GA4 | Universal Analytics |
|---|---|---|
| Data model | Event-based | Session-based |
| Bounce rate | Replaced by Engagement Rate | Traditional bounce rate |
| Cross-device tracking | Built-in (User ID + Google Signals) | Limited |
| Privacy | Cookieless modeling | Cookie-dependent |
| Reporting | Explorations (custom) | Standard reports |
SEO-Relevant GA4 Reports
- Acquisition → Traffic Acquisition: Organic search channel performance
- Engagement → Pages and screens: Top landing pages by organic
- Explorations: Custom funnels and path analysis
- Conversions: Goal completions attributed to organic
GA4 + Search Console Integration
Linking GA4 to Google Search Console unlocks a dedicated Queries report, showing which queries drove sessions to which landing pages — invaluable for content optimisation.