What is Google Analytics (and Google Analytics 4)?

Google Analytics is a free tool that helps you track how people use your website. It can tell you things like how many people visit your site, how long they stay, what pages they visit, and where they’re coming from.

Google is launching Google Analytics 4 (GA4) as an upgrade to its current analytics platform, Universal Analytics.


  • Provides a more comprehensive view of user interactions across different devices and platforms
  • Prioritizes data privacy and security, with features such as IP anonymization, data deletion and user consent controls
  • Offers improved reporting features, including cross-device reporting, engagement tracking and event tracking
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