Araç Endeks vs Google Analytics

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Google Analytics 4 is Google's free, event-based analytics platform, which replaced Universal Analytics in July 2023. Every interaction, from page views to purchases, is recorded as an event with parameters, and web and mobile app data can be measured together in one property. It remains the most widely installed analytics tool on the web, largely because it is free and tightly connected to Google's advertising products.

GA4 offers standard reports for acquisition, engagement, monetisation and retention, explorations for funnels, paths, segments and cohorts, machine learning features such as predictive audiences and anomaly detection, and modelled conversions that fill gaps when cookies are refused. Native integrations with Google Ads, Search Console, Merchant Center and BigQuery support attribution, bidding and free export of raw events for analysis. Google Tag Manager is commonly used to set up tracking. The enterprise version, Google Analytics 360, adds higher limits, unsampled data, SLAs and support for a substantial annual fee.

GA4 is indispensable for businesses that advertise on Google and want conversion data flowing into campaigns. Its weaknesses are a steep learning curve, data thresholds that hide small segments, and privacy requirements: in the EU and under similar laws, consent must be collected and Consent Mode implemented, or data is lost. Plausible, Fathom and Umami are simpler cookie-free alternatives for content sites, Matomo offers self-hosting and data ownership, and Mixpanel or Amplitude are better for product analytics.