What Is GA4 (Google Analytics 4)?
Quick Answer
GA4 (Google Analytics 4) is Google's free website analytics tool, showing how many people visit your site, which pages they view, and what actions they take — the current version, replacing the older Universal Analytics, which Google shut down in July 2023.
GA4 vs. Universal Analytics — What's the Difference?
| GA4 | Universal Analytics (old) | |
|---|---|---|
| Status | Current, active | Shut down July 2023 |
| Tracking model | Event-based | Session-based |
Why Does GA4 Matter for a Small Business?
- Without it, you're running your marketing blind — no way to know which pages, channels, or campaigns are actually working.
- It's free and, once installed, requires no ongoing cost to use.
How Does GA4 Work?
A small tracking code is added to your website, which then sends data to your GA4 property every time someone visits — recording page views, clicks, and other actions as "events."
Key Takeaways
- GA4 is the current, only active version of Google Analytics.
- It's free and shows visitor behavior across your site.
- Installation is typically a simple ID paste on most modern platforms.
How NetNav Helps
NetNav can check whether your GA4 tracking is actually installed and firing correctly, not just present.
Frequently Asked Questions
Is Google Analytics free?
Yes — GA4 is free for the volume of traffic virtually all small businesses generate.
How do I install GA4 on my website?
Most platforms (WordPress, Shopify, Wix, Squarespace) have a built-in field to paste your GA4 Measurement ID, requiring no coding. See the full setup walkthrough linked below for step-by-step instructions.
What's the difference between GA4 and Universal Analytics?
Universal Analytics was the older version, shut down by Google in July 2023 — GA4 is the current, only active option, and tracks user behavior as individual "events" rather than sessions.