A plain-language explanation
Google Analytics 4, or GA4, is the current generation of Google Analytics that collects data about websites and applications in an event-based model.
Where it helps in practice
GA4 models journeys through events and parameters, so weak naming quickly produces reports that cannot be compared.
The decision before implementation
Document the event dictionary, conversion definitions, retention and internal-traffic rules before changing configuration.
How to verify the result
Test DebugView, data delay, duplicate purchases and differences between the interface, BigQuery and the store backend.
