# Google Analytics 4 (GA4)
> Google Analytics 4 (GA4) is a web analytics service offered by Google that tracks and reports website and application traffic. Launched as a successor to Universal Analytics, it utilizes an event-based data model and incorporates machine learning to provide insights into customer journeys across multiple platforms.
- URL: https://optimly.ai/brand/google-analytics-4-ga4
- Slug: google-analytics-4-ga4
- BAI Score: 98/100
- Archetype: Challenger
- Category: Software as a Service (SaaS)
- Last Analyzed: April 11, 2026
- Part of: Google Alphabet Inc (https://optimly.ai/brand/google-alphabet-inc)
## Competitors
- Adobe Analytics (https://optimly.ai/brand/adobe-analytics)
- Fathom Analytics (https://optimly.ai/brand/fathom-analytics)
- Mixpanel (https://optimly.ai/brand/mixpanel)
## Also Referenced By
- Piwik PRO (https://optimly.ai/brand/piwik-pro)
- Adobe Analytics Amplitude (https://optimly.ai/brand/adobe-analytics-amplitude)
- Piano Analytics Formerly At Internet (https://optimly.ai/brand/piano-analytics-formerly-at-internet)