As of December 2025, Google Analytics 4 (GA4) is positioned as Google’s primary web analytics platform, but it doesn’t universally replace all other analytics tools; many Australian businesses continue to utilise a combination of platforms to gain a comprehensive view of their digital performance.
GA4 fundamentally differs from its predecessor, Universal Analytics, by employing an event-based data model. This means all interactions are recorded as ‘events’, offering greater flexibility in tracking user behaviour across websites and apps. Currently, GA4 integrates with Google Ads, Search Console, and BigQuery – allowing for unified reporting and advanced analysis. In 2026, the platform now includes enhanced predictive capabilities using machine learning, such as churn probability and revenue prediction, without requiring explicit data export. While GA4 provides robust website and app analytics, it doesn’t natively cover all areas. For example, social media analytics require platforms like Meta Business Suite or X Analytics. Specialist tools for customer relationship management (CRM) or email marketing, common amongst Australian SMEs, maintain their own analytics dashboards. Data privacy features within GA4 are compliant with Australian Privacy Principles (APPs) under the Privacy Act 1988, but businesses still need to ensure their overall data handling practices meet legal requirements.
GA4 functions as a central hub for website and app data, but a holistic understanding of digital performance often necessitates integrating it with other specialised analytics platforms.
