What is Google Analytics?
Google Analytics is the world's most widely used free web-analytics platform — with roughly 36% market share across all websites. It measures traffic, user behavior, conversion paths, and campaign performance. Since July 1, 2023, only GA4 (Google Analytics 4) is available; the old Universal Analytics (UA) was shut down, and historical UA data is archived until July 2024. GA4 is based on a fundamentally different data model than UA: event-based instead of session-based. Every user interaction (click, scroll, video play, conversion) is an event with parameters. This approach enables consistent cross-device and cross-platform analysis (web + app) and is more privacy-friendly — GA4 also works without cookies via modeling. The interface is radically different from UA: explorations (flexible ad-hoc reports) replace the rigid standard reports, conversions are now "key events," and the entire event taxonomy must be actively configured. For GDPR-compliant use in the EU, GA4 is contested: in 2022 the Austrian Data Protection Authority ruled that standard usage is unlawful (data transfer to the US). Workarounds: server-side tagging via Google Tag Manager (IP anonymization, data minimization before transmission), consent mode v2 with active opt-in, or alternatives such as Matomo, Plausible, Fathom, Umami. Enterprise customers often run GA4 + a second EU-compliant solution in parallel. The biggest mistakes in GA4 setups: missing key-event definitions (no configured conversions = no reports), no consent-mode integration (legal risk), missing enhanced e-commerce events for shops, unused server-side tagging (loses accuracy via ad blockers and browser restrictions), missing linkage with Search Console and Google Ads. A professional setup needs 8–16 hours of initial implementation plus ongoing maintenance.
Key Points
- Only GA4 is available since July 2023 — Universal Analytics (UA) was shut down, historical data is archived
- Event-based data model instead of session-based — every interaction is an event with parameters
- GA4 partially works without cookies via modeling — but enhanced conversions and clean tracking still need consent
- GDPR issue: the Austrian DPA declared standard usage unlawful in 2022 — server-side tagging + consent mode are mandatory for lawful EU use
- Privacy-friendly alternatives: Matomo, Plausible, Fathom, Umami — often the better choice for EU-focused sites
- Server-side tagging via GTM bypasses ad blockers and browser restrictions — much more accurate data than client-side
- Linking with Search Console and Google Ads delivers the full marketing funnel in one platform
- Key events (formerly conversions) must be actively configured — without defined key events no meaningful reports
- Professional setup: 8–16 hours implementation plus monthly maintenance — "just paste the GA4 snippet" delivers incomplete data
Practical Example
“Our GA4 setup for a Vienna online shop combines enhanced e-commerce, server-side tagging via GTM, and consent mode v2 — at 23% consent rate we still get robust conversion data via modeling.”
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