Google Analytics 4

Improve your website’s customer experience with free digital analytics. Google Analytics gives companies insights into their websites, their audiences, and their online marketing efforts. Analytics helps marketers find the messaging and channels that generate the right results by being powerful, flexible, and easy to use. Using state-of-the-art conversion attribution and testing tools, companies of all sizes can optimize their digital strategies and build a better user experience. Take advantage of Google’s user insights. Understand your website users to better evaluate the performance of your content and products. Find out what’s working and fix what’s not. Let Google Analytics work for you, whether your business is big or small.

Customisability

GA4 might not look that impressive out of the box, but once you start customizing it to your needs, that can change quickly. With the ability to change every standard report plus the explorations feature, you are able to display all the metrics that you want in the reports that you want. This makes this free web analytics tool quite flexible compared to some of its competitors.

An overview of GA4

Wrap up: what do we think?

Overall, apart from some privacy concerns and a steep learning curve, GA4 is a good option to consider when choosing a web analytics tool. It’s free, flexible, comes packed with tonnes of features, and has a large community around it. Other advantages include explorations, an event stream to BigQuery and of course the Google Ads integration.