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Decoding the Jargon

GA4

Google Analytics 4 · Also called Google Analytics

Performance marketingTerm

Google's current web and app analytics tool. It measures everything as events and replaced the older Universal Analytics.

Example

Meera uses GA4 to see that 10,000 sessions came from her ads in a month, that 200 ended in a purchase, and which campaigns those buyers came from.

How you'll hear it

“Check GA4 for sessions and purchases by source, not just what the ad platforms say.”

Don't confuse it with

  • Universal Analytics: the older version, built on sessions and pageviews rather than events.
  • Google Ads: the ad platform, which has its own conversion counts.

Related terms

EventKey eventBounce rateUTM parameters

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Sources

  1. Introducing the next generation of Google Analytics, Google Analytics Help
  2. About events, Google Analytics Help

Checked 1 October 2026. Examples use a fictional business; figures are illustrative.

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