Google Analytics 4 (GA4) doesn’t update in a single, scheduled batch. Instead, it uses a combination of real-time and near real-time processing, alongside scheduled processing to provide increasingly accurate data over time.
- Real-time Reporting: GA4 now features a real-time report showing activity as it happens, though this is a sample of data and not for definitive analysis.
- Intraday Reports: Throughout the day, GA4 processes events and makes them available in standard reports, typically within a few hours.
- Scheduled Processing: GA4 runs more comprehensive processing overnight, refining data and applying machine learning models for enhanced insights.
- Attribution Modelling: In 2026, current systems include more sophisticated attribution modelling, which is fully updated daily, impacting conversion path reporting.
As of early 2026, Australian businesses need to be particularly mindful of data privacy regulations like the Privacy Act and the evolving interpretations around consent. GA4’s data processing timelines mean you need to consider how quickly you can respond to user requests regarding data access or deletion. Furthermore, accurate data is crucial for complying with ACCC guidelines regarding fair advertising and consumer protection, especially when calculating return on ad spend (ROAS).
Rather than navigating these complex technical requirements yourself, you can simply reach out to our team. At ROI.com.au, we can take care of all this for you—visit our contact page to get started.
