Google Analytics 4 (GA4)

Google Analytics 4 is Google’s analytics platform for measuring user interactions across websites and apps.

What it does: - Tracks events, conversions, and user journeys with privacy-centric modeling. - Provides exploration reports, funnels, cohorts, and audiences. - Integrates with Google Ads and BigQuery for advanced analysis.

How we use it (Brekz): - Measure traffic, engagement, and conversions across our storefronts. - Track e-commerce events (view_item, add_to_cart, begin_checkout, purchase). - Share audiences with ad platforms and export data to BI as needed.

GA4 alternatives being evaluated

We are evaluating complementary tools to reduce GA4 dependency. Copernica (via its Website Tracker SDK) is being considered for behavioural tracking and profile enrichment. For checkout funnel analysis, Microsoft Fabric is the viable alternative. See Copernica Website Tracker SDK and Microsoft Fabric.