Google Analytics is a web analytics service that tracks and reports website traffic, user behavior, and conversion data. Launched in 2005, it is the most widely used analytics platform on the web, available in both free and premium (GA360) versions. The platform collects data through a JavaScript tracking code that records page views, events, user demographics, traffic sources, and custom dimensions. Google Analytics 4 (GA4), released in 2020, uses an event-based model and machine learning to provide predictive insights about user behavior. It integrates seamlessly with other Google services like Google Ads, Search Console, and Tag Manager for comprehensive marketing analytics. The platform provides real-time reporting, audience segmentation, funnel analysis, and e-commerce tracking capabilities. GA4 introduced cross-platform tracking (web and mobile app), enhanced privacy controls, and cookieless measurement options to adapt to evolving privacy regulations.