Tracking and measurement
GA4 (Google Analytics 4)
Google's current analytics platform, built around events and sessions rather than pageviews.
GA4 is the current version of Google Analytics. It records user interactions as events (page_view, add_to_cart, purchase and others) grouped into sessions, and reports on traffic sources, behaviour and conversions. For most stores it is the one tool that sees every channel, which makes it the natural place to ask cross-channel questions.
Google publishes an open-source MCP server for GA4 that lets an assistant run reports, read realtime data and list properties and custom dimensions. It is read-only and runs locally, so it suits a technical user or an agency. With it, questions such as 'which landing pages lost conversion rate this month' become a conversation rather than a report build.
GA4 numbers are only as good as the tracking behind them. Consent choices, ad blockers, sampling on large properties and its own attribution model all mean GA4 will differ from the store and from the ad platforms. Treat it as one view, keep the definitions in mind, and use the BigQuery export when you need unsampled raw data.