Market map / Analytics
Google Analytics 4
The default web/app analytics; consent state governs what it may collect.
- Category
- Web & product analytics
- Lane
- Analytics
- Founded
- 2020 (GA4)
- Ownership
- Google (Alphabet)
- HQ
- Mountain View, US
Summary
Google's event-based web and app analytics platform. Identity and consent signals from CIAM govern what data may be collected and joined, making consent-mode integration central to compliant measurement.
Best for
Teams wanting broadly adopted, free-tier web and app analytics.
Consider if
You need product-analytics depth or strict first-party data control.
Strengths
- Ubiquitous, free tier
- Event-based model across web and app
- Google ecosystem integration
Considerations
- Consent mode and privacy configuration are essential
- Measurement only, not a customer system of record