Google Analytics 4
AnalyticsEvent-based analytics platform for SEO measurement and insights
Overview
Google Analytics 4 represents Google's fundamental shift toward privacy-first, event-based web analytics. Launched in 2020 as the replacement for Universal Analytics, GA4 abandons the traditional session-based model in favor of tracking every user interaction as an event. For SEO practitioners, this means more granular insight into how organic traffic behaves, converts, and moves through your site.
The platform integrates machine learning throughout its core functionality, automatically surfacing insights about traffic patterns, conversion anomalies, and audience segments that would require manual analysis in older analytics systems. Unlike competitors like Plausible or Matomo that focus on privacy-first simplicity, GA4 aims to provide enterprise-grade measurement while complying with evolving privacy regulations through features like enhanced consent mode and cookieless tracking.
GA4's biggest advantage over alternatives is its deep integration with other Google products—Search Console, Ads, Tag Manager, and BigQuery—creating a unified measurement ecosystem that most SEO teams already rely on. The free tier offers surprisingly solid functionality that rivals paid analytics platforms, though enterprise features remain locked behind the six-figure Analytics 360 paywall.
Key features
Event-Based Tracking
Measures all user interactions as events rather than pageviews, providing more granular data on how users engage with content and SEO elements.
Enhanced E-commerce Tracking
Tracks product performance, purchase funnels, and revenue attribution to help measure SEO impact on e-commerce conversions.
Audience Builder
Creates custom audiences based on behavior, demographics, and conversion events for deeper SEO performance analysis by user segment.
AI-Powered Insights
Machine learning algorithms identify trends, anomalies, and opportunities in your SEO traffic and conversion data automatically.
Cross-Platform Attribution
Connects web, app, and offline data to understand the full customer journey and SEO's role in multi-channel conversions.
Custom Conversions
Define and track specific SEO goals like newsletter signups, PDF downloads, or video completions as conversion events.
Real-Time Reporting
Monitor SEO traffic spikes, algorithm impacts, and campaign performance in real-time with live data streams.
BigQuery Integration
Export raw analytics data to BigQuery for advanced SEO analysis and integration with other marketing data sources.
Pricing
| Plan | Price | Includes |
|---|---|---|
| Free | $0 | 10M hits/month, standard reports, data retention up to 14 months |
| Analytics 360 | $150,000+/year | Unlimited hits, advanced analysis, SLA support, BigQuery integration |
FAQ
How is GA4 different from Universal Analytics for SEO tracking?
GA4 uses event-based tracking instead of session-based, provides better cross-platform measurement, and includes AI-powered insights. It tracks SEO performance more granularly but requires setup adjustments from Universal Analytics.
Can GA4 track SEO-specific metrics like keyword rankings?
GA4 doesn't track keyword rankings directly due to Google's encrypted search. It measures organic traffic, landing page performance, and conversions from organic search, but you'll need dedicated SEO tools for ranking data.
How long does GA4 retain SEO data?
The free version retains data for 14 months, while Analytics 360 keeps it for 50 months. This affects historical SEO trend analysis and year-over-year comparisons.
Does GA4 work with Google Search Console data?
Yes, you can link GA4 with Google Search Console to see search query data, click-through rates, and impressions alongside user behavior data from GA4.
What happens to my Universal Analytics data when switching to GA4?
Universal Analytics data doesn't transfer to GA4 automatically. You need to export historical data before the cutoff date and run both systems in parallel during migration to maintain SEO performance tracking continuity.
Review Sentiment
18,596 reviews across 3 sources
Bottom line
Hard to beat free. Google Analytics 4 is a genuine asset for data-driven marketers thanks to industry-leading free analytics, though steep learning curve — GA4 interface is significantly more complex keeps it from replacing paid alternatives entirely.
People love
- +Industry-leading free analytics with AI-powered predictive metrics and cross-platform tracking
- +Seamless integration with Google Ads, Search Console, and BigQuery
- +Event-based data model enables holistic user-centric journey tracking across devices
Common complaints
- –Steep learning curve — GA4 interface is significantly more complex than Universal Analytics
- –Data retention limited to 14 months for detailed data, making long-term analysis difficult
- –Not beginner-friendly and requires training to navigate reports effectively
Last updated Feb 2026