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Google Analytics 4 (GA4) meaning and things you should know about GA 4 as a business

Google Analytics 4 or GA4 is a new version of Google Analytics that was first introduced in October 2020 and rolled out to companies in 2021.

GA4 is a completely new version of Google Analytics, designed to capture data across multiple touch points and devices. It uses events as its basis for tracking, which allows you to track user behaviour on any device or platform (including mobile). With this new feature, we're also introducing Universal Analytics, where UA uses page views as its basis for tracking user activity across devices.