AnalyticsWhat is Google Analytics 4?
Google Analytics 4 (GA4) is Google’s event-based web and app analytics platform, and the successor to Universal Analytics. Every interaction — a page view, a scroll, a purchase — is modelled as an event with parameters, which makes GA4 flexible but also easy to misconfigure.
Why Google Analytics 4 matters
GA4 is deployed through Google Tag Manager on the vast majority of sites that use any analytics at all, which is why it is the single most common technology in our scan corpus. The catch is that a GA4 tag firing is not the same as GA4 being correct: duplicate configuration tags, missing consent signals, and events sent without the right parameters silently corrupt the data teams rely on.
Sites using Google Analytics 4
A sample of domains in the TagStack index where Google Analytics 4 was detected.
What's usually deployed alongside Google Analytics 4
Share of indexed containers running Google Analytics 4 that also run each tool. Based on a sample of the index, so treat these as approximate.
Is your Google Analytics 4 set up correctly?
- A single GA4 configuration / Google Tag — not two firing on the same page, which double-counts traffic.
- Consent Mode v2 wired up so GA4 respects the visitor’s consent choice before collecting data.
- Key conversion events (purchase, generate_lead, sign_up) present with the expected parameters, not just automatic page_view.
- No PII (emails, phone numbers) leaking into event parameters or the page path.
See Google Analytics 4 on any website
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Common Google Analytics 4 alternatives
Google Analytics 4 FAQ
TagStack has detected Google Analytics 4 in 2,517,084 Google Tag Manager containers across its index of 3,278,587 scanned domains. That reflects sites deploying Google Analytics 4 through GTM, so sites that install it directly in their source code are not counted.