Google Analytics 4 is Google’s flagship analytics platform, replacing Universal Analytics in 2023. GA4 uses an event-based data model that tracks individual user interactions across websites and apps, providing a more complete view of the customer journey. Key capabilities include cross-device tracking, funnel analysis, audience segmentation, and integration with Google Ads. Understanding GA4 is essential for measuring the effectiveness of SEO, content, and marketing campaigns with accurate, actionable data.