What Is GA4?

Google Analytics, or GA4, is a free web analytics platform that tracks how visitors behave on a website, including where they came from, what pages they viewed, and what actions they took.

Example

A marketing team can use GA4 to see that most visitors arriving from organic search land on the blog, spend two minutes reading, then leave, compared to visitors from email who go straight to the pricing page.

Why it matters

GA4 connects traffic sources to actual on-site behavior and conversions, complementing Search Console’s search-specific data with a fuller picture of what happens after someone lands on the site.