Google Analytics 4

Google Analytics 4 is Google's free analytics platform that tracks what people do on your site and app as a stream of events.

Every action a visitor takes is logged as an event: a page view, a scroll, a click, a purchase. You use GA4 to see where your visitors came from, which pages they look at, how long they stay, and which steps they drop off at before buying. It works across both your website and your app under one property.

Say 1,000 people land on your pricing page this week. GA4 shows you that 300 came from an ad, 200 scrolled to the bottom, and 40 clicked "Start trial." You now know the page holds attention but the trial button is where most people stall.

Be warned that GA4 is genuinely harder to read than the old Universal Analytics it replaced. The event model is more flexible but less obvious, the reports are laid out differently, and plenty of people set it up, glance at it once, and never trust the numbers again.

Free, powerful, and steeper to learn than it looks.