Google Analytics is, literally, Google’s analytics platform that measures actions and events on a website using a tracking code.

It does not provide statistical data, as some reports are based on traffic samples, but is more of a trend application that tells a story of what is happening on the website and how the visitors are engaging with it.

The basic version of GA is free and can be installed easily on nearly every website using a plugin, or GTM. This is one of the first things we want to look at when retrieving initial data.

What is GA4?

In October 2020 Google announced the Google Analytics 4. The main difference between the classic Universal Analytics and GA4 is the measurement protocols, that will be based on events rather than page views.
The main thing is measuring engagement with the site, and Google has incorporated machine-leaning modelling and automatic event settings, what previously required coding.

Should You Switch to GA4?

Based on various reviews, the product may not be fully functional, and at this point, it is recommended to keep the Universal Analytics and work with GA4 in addition.