Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform eco system (image below).
GA is available in standard (free) and enterprise-level (fee-based annual license).
New GA4 Platform
Google has announced the deprecation of the legacy Universal Analytics for the new analytics platform GA4 and GA4 360.
Advantages of new GA4 include:
Privacy-focused and durable for the future
Intelligent, using machine learning to unearth insights about the customer journey across platforms and devices
Enhanced, seamless integrations with Google's advertising platforms to optimize campaign performance and drive greater marketing ROI
Licensed level of GA4 (GA4 360) has expanded limits, increased data freshness, unsampled report with greater accuracy, more custom dimensions, custom and calculated metrics and audiences, integration with other GMP tools, BigQuery integration, focus on user journey, advanced analysis reports, enhanced data visualization, SLA…and more.
Google Optimize testing and personalization tool is now included at no additional cost