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Google Analytics (GA4)

Google Analytics 4 is Google web and app analytics platform, built around events and the successor to Universal Analytics.

Written by Reflective Data experts · updated Oct 5, 2026

GA4 collects events from websites and apps and offers reports, explorations and audiences. It replaced Universal Analytics, which stopped processing data in 2023, and is free for most users with an optional paid GA360 tier.

It is the default choice for most websites. Its limits include data thresholding, sampling in some reports and a daily BigQuery export cap on the free tier, which teams often solve with a raw export or a parallel collection stream.

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EventGA4 BigQuery exportGoogle BigQueryKey event

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