Analytics & Attribution

GA4 (Google Analytics 4)

Quick definition

Google's current analytics platform — event-based, privacy-focused, replaced Universal Analytics in July 2023.

What it actually means

GA4 is an event-based model: every interaction is an event with optional parameters, rather than the page-view + session model of Universal Analytics. Strengths: better cross-device tracking via signed-in Google users, BigQuery export on the free tier, predictive metrics. Weaknesses: less polished UI than UA, harder to extract simple reports, attribution model defaults to data-driven (often surprising). Most sophisticated DTC stacks pair GA4 with a dedicated analytics layer (Triple Whale, Northbeam, Polar Analytics) for cleaner reporting.

Related terms

Attribution

The model used to assign credit for a conversion across the marketing touchpoints that influenced it.

UTM Parameters

Query-string tags appended to URLs (utm_source, utm_medium, utm_campaign, utm_content, utm_term) to track traffic source.

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