Google Analytics 4 (GA4)

Google Analytics (GA4) is the next generation of analytics, built for a privacy-first, cross-platform digital world.

The benefits of GA4 include:

• Cross-platform tracking: GA4 works across websites, mobile apps, and other digital platforms. It does not rely exclusively on cookies, making it more resilient in today’s privacy-conscious environment and enabling a unified view of the customer journey.

• Event-based data model: Instead of focusing on sessions and pageviews, GA4 captures every interaction—such as clicks, scrolls, video views, or purchases—as an event. This provides a complete picture of user behavior and the entire customer lifecycle, rather than fragmented insights.

• AI-powered insights: GA4 uses machine learning to provide predictive metrics such as purchase probability, churn likelihood, and revenue forecasting. These insights help you make proactive, data-driven decisions.

• Privacy by design: Built with compliance in mind, GA4 does not log or store IP addresses and supports global privacy regulations (like GDPR and CCPA). It gives you the ability to minimize data collection while still filling in gaps with modeling, User IDs, and consent-based signals.

The following help pages will guide you through the integration of GA4 with FareHarbor:

• How to create a GA4 property
• How to set up Google Analytics (GA4) with FareHarbor
• Tracking conversions in Google Ads using GA4
• Introduction to Google Analytics 4 (GA4) Reports
• Why don’t my Google Analytics and FareHarbor reports match?
• FareHarbor booking flow: GA4 events and booking funnel