Analytics & Tracking

GA4 (Google Analytics 4)

Quick Definition

GA4 is Google's current analytics platform, replacing Universal Analytics in 2023. It uses an event-based data model rather than session-based.

In context

GA4 is free, integrates natively with Search Console and Google Ads, and supports BigQuery export at no extra cost. Setup essentials: install via Tag Manager, define every meaningful action as a conversion, link Search Console.

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Related terms

Conversion Rate

Conversion rate is the percentage of sessions or users who complete a defined conversion action.

Google Search Console (GSC)

Google Search Console is the free Google tool that shows how your site performs in search — queries, impressions, clicks, indexing status, and technical issues.

Conversion Tracking

Conversion tracking is the system of capturing user actions that represent business value, attributing them to source, and reporting on them.

Server-Side Tracking

Server-side tracking moves analytics tag firing from the user's browser to your server, improving performance and bypassing some privacy controls.

Bing Webmaster Tools

Bing Webmaster Tools is Microsoft's equivalent to Google Search Console, providing search performance and indexing data for Bing.

Microsoft Clarity

Microsoft Clarity is a free heatmap and session recording tool that complements traditional analytics with visual user behaviour data.

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