Measurement. Reviewed October 29, 2026
Google Analytics 4
Also called: GA4, Google Analytics
Google Analytics 4 is Google's free website analytics tool, which reports visitors, where they came from, which pages they viewed and which actions they took.
In practice
For a contractor the reports that matter are sessions by source, which pages produced calls and forms, and whether the numbers are moving month over month. The rest of the interface can be ignored.
It cannot see calls from the map pack or the Business Profile. Pair it with call tracking.
Related terms
- Google Search ConsoleGoogle Search Console is Google's free report of how a site performs in search: which queries show it, how many clicks and impressions it earns, which pages are indexed and what errors Google found.
- Conversion trackingConversion tracking is the setup that tells an ad platform or analytics tool when a visitor did the thing that matters, such as calling, submitting a form or booking, so spend can be judged by results instead of clicks.
- Sessions and engaged sessionsA session is one visit to a website, and an engaged session is one that lasted more than ten seconds, included a conversion, or viewed at least two pages; bounce rate is the share of sessions that were not engaged.
- UTM parametersUTM parameters are tags added to the end of a link, such as utm_source=google and utm_campaign=spring-tuneup, that tell analytics where a visitor came from.
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