Google Analytics 4 (GA4)
Google's web and app analytics platform built on event-based tracking and cross-platform user journeys.
Google Analytics 4 (GA4) replaced Universal Analytics in July 2023 and uses an event-based data model where every interaction (page view, click, scroll, conversion) is captured as a discrete event with properties. GA4 unifies web and app tracking, supports custom events, integrates with BigQuery for raw data export, and includes AI-driven insights. Modern GA4 implementations require careful event taxonomy design, server-side tagging via Google Tag Manager Server, and consent mode v2 for GDPR/CCPA compliance. Empire325 implements GA4 with custom event schemas, conversion modeling, and BigQuery integration to support advanced attribution and cohort analysis.
Related service
Performance Analytics
Marketing measurement, MMM, and incrementality testing to prove ROAS at the channel and creative level.
Explore Performance Analytics →Related terms
Core Web Vitals
Google's set of speed and stability metrics — LCP, INP, CLS — used as ranking signals.
Schema Markup
Structured data using Schema.org vocabulary that helps search engines understand page content.
Multi-Touch Attribution (MTA)
Distributing credit for a conversion across all marketing touchpoints in the customer journey.
Conversion Tracking
The technical systems that record marketing-driven user actions for measurement and optimization.