Google Analytics 4 (GA4)

What it means

GA4 records user activity as events, such as page views, scrolls, clicks and form submissions. Important events can be marked as key events (previously called conversions) so you can report on them.

Why it matters for your business

It is powerful but easy to misconfigure. Set up key events for enquiries and calls, link it to Search Console and Google Ads, and check that consent settings match how you use it.