Overview GA4 is Google’s next-generation analytics platform. It replaces Universal Analytics’ session model with event-based measurement, adds stronger privacy controls, and embeds machine learning to surface insights, predictions, and anomalies. Why it matters Truer view of behaviour: Tracks the actions that drive outcomes (click

  I still remember the first time I opened Google Analytics years ago—equal parts excitement and mild panic. So many reports, so many charts, so many ways to get lost. When GA4 (Google Analytics 4) arrived, I braced for impact… and then relaxed. It’s actually easier to use, and it’s a lot smarter under the bonnet. If you’ve eve