Google Analytics
Google's free web analytics platform, the industry default
At a glance
- Founded
- 2005
- Headquarters
- Mountain View, California, USA
- Status
- Active
- Category
- Analytics
What it is
Google Analytics 4 (GA4) is the current generation of Google’s analytics product, built around an event-based data model rather than the session-based model used by Universal Analytics. GA4 is integrated with Google Ads, Search Ads 360, Looker Studio, and BigQuery — making it the default measurement layer for most web properties.
Why it matters for visibility
For brands tracking AI search referrals, GA4 is where the proof shows up. Filtering Acquisition reports to AI source domains (chatgpt.com, perplexity.ai, claude.ai, gemini.google.com) shows whether AI citations are converting to traffic, and at what rate. Joining GA4 conversion data with Google Search Console keyword data is the standard playbook for proving SEO attribution.
Pricing
Free for most use cases. Google Analytics 360 (enterprise) starts at around $50,000/year.
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