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GLOSSARY

What is GA4?

DEFINITION

GA4 is Google's analytics platform. It measures what visitors do on your site after they arrive: which pages they view, where they came from and which actions they complete.

It records everything as events, such as page views, clicks and form submissions, and you mark the important ones as key events. GA4 and Search Console answer different questions, so their numbers will not match. Differences also come from consent banners, ad blockers and how each tool counts a visit, which is why GA4 usually shows fewer visits than other tools. Why it matters: It tells you whether the traffic you get turns into enquiries, not just visits.

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