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GA4 (Google Analytics 4)
What is GA4 (Google Analytics 4)?
GA4 is Google's current analytics platform, the replacement for the older Universal Analytics that Google shut down in 2023. It measures how people use a website or app, where they came from, what they did, and whether they converted. The headline change is the data model. GA4 records everything as events rather than the sessions and pageviews that defined the old version.
That shift matters in practice. In GA4 a pageview, a click, a video play, and a purchase are all events with parameters attached, which makes tracking custom interactions far more flexible. GA4 also tracks users across web and app in one property, leans on modeling to fill gaps left by cookie consent, and connects directly to BigQuery so teams can query their raw event data. A store wanting to see which marketing channel drove the most purchases, not just the most visits, configures GA4 events around the real conversion and reads the answer from there.
GA4 is usually implemented through Google Tag Manager, which controls what gets tracked without constant code changes. The platform is powerful but unforgiving: a sloppy setup quietly produces numbers that look fine and mean nothing.
GA4 at Dallonses
We implement GA4 so the numbers can be trusted, which is less common than it should be. Most broken analytics we inherit aren't broken in the dashboard, they're broken at the event layer, where conversions were never defined properly or fire twice. We start by mapping what the business actually needs to measure, then build the event structure to match.
Our analytics work rarely stops at install. We tie GA4 into the wider data analytics picture, often piping events into BigQuery and connecting them to campaign attribution and performance dashboards so a client can see which spend actually drove results. Clean tracking is the foundation everything downstream depends on, so we treat the implementation as the serious part, not a box to check.
Not sure your analytics are telling you the truth? Let's get the tracking right.
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