// glossary entry

GA4

What is GA4?

GA4 (Google Analytics 4) is the latest generation of the Google Analytics service, it has been the standard system since July 2023, following the discontinuation of Universal Analytics. GA4 is event-based rather than page-based, cross-platform (web + app), and equipped with machine learning for forecasting. At Waterproof Web Wizard, we use GA4 with IP anonymization, EU data storage, and consent-based activation, or recommend more GDPR-compliant alternatives such as Matomo or Plausible if the client or industry requires it.

// synonyms

  • Google Analytics 4
  • GA 4
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