Google Analytics 4: Complete Beginners Guide

Google stopped processing new data in Universal Analytics on July 1, 2023 (July 1, 2024 for 360 accounts). All websites are now required to use GA4, which uses a fundamentally different event-based tracking model.

GA4 uses an event-based model — every interaction is an event with parameters. Universal Analytics used a session/pageview model. GA4 has better cross-device tracking, built-in funnel reports, and uses machine learning for predictions. However, many familiar reports (like Bounce Rate) work differently.

Yes. Google Analytics 4 is completely free. Google Analytics 360 (the enterprise version) starts at $50,000/year.

Plausible and Fathom are the most popular privacy-friendly alternatives. They are simpler, GDPR-compliant by default, do not use cookies, and do not require consent banners. Mixpanel is better for product analytics. All cost money but are straightforward to use.