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GTM & GA4 glossary

GA4 glossary

Google Analytics 4 (GA4)

Google's current analytics platform. It measures what people do on your website or app using events, and reports on where they came from and what they did.

Also known as: GA4, Google Analytics

On this page
  1. In plain English
  2. Example
  3. Official documentation
  4. Related terms

In plain English

GA4 replaced Universal Analytics, which stopped processing data in July 2023. The biggest change is that everything is an event: page views, scrolls, clicks and purchases are all recorded the same way, each with parameters that add detail.

Data reaches GA4 through a data stream, usually via the Google tag, installed either directly on the site or through Google Tag Manager.

Some things GA4 collects automatically. For anything that matters to your business (leads, sign-ups, purchases) you need to set up events and mark the important ones as key events.

Example

A services business uses GA4 to see which channels drive enquiries. Enhanced measurement covers page views and scrolls automatically, while a generate_lead event sent through GTM and marked as a key event shows which campaigns produce leads.

Official documentation

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