Google Analytics 4 — с 2023 вместо UA. Event-based модель.
Установка
analytics.google.com → Property → Data Stream → Measurement ID G-XXX. Код в head.
Auto events
page_view, scroll, outbound click, file_download, video, search.
Custom
gtag('event', 'add_to_cart', {...}).
Conversions
Mark important events.
BigQuery
Бесплатно (в UA $150K/год).
Privacy
Consent Mode v2.