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Digital Marketing
Google Analytics 4 is Google's free analytics platform. It measures website and app visits as events and reports where visitors came from and what they did.
GA4 replaced Universal Analytics in 2023. Every interaction, from a page view to a form submission, is recorded as an event, and key events can be marked as conversions.
It is usually installed through Google Tag Manager and works with Google Ads for conversion tracking and audiences.
Example
A business marks the "enquiry form submitted" event as a key event in GA4, then sees which channels and campaigns produce the most enquiries.
Why it matters
Without reliable analytics, every marketing decision is a guess. GA4 is the free starting point for measuring what works.
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Digital Marketing
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