In Google Analytics 4, what type of data does the platform primarily use for reporting?

In Google Analytics 4, the platform primarily uses events for reporting. This shift from a session-based model to an event-driven model allows GA4 to capture and analyze user interactions more flexibly and comprehensively. Each event can be configured to track specific actions, such as clicks, video plays, form submissions, and more, providing granular insights into user behavior.

Events can also include parameters that provide additional context about the interaction, enriching the data collected and enabling more detailed analysis. This approach aligns with modern web and app usage patterns, where user engagement is often driven by a variety of interactions rather than just page views or sessions. By prioritizing events, GA4 enhances the ability to measure and optimize user experiences across different touchpoints.

In contrast, while sessions, pageviews, and users are important metrics, they do not capture the same depth of user interaction data that events do. Sessions focus on user activity over a defined time frame, pageviews only track the loading of web pages, and users represent distinct individuals but lack the detail on their interactions. Hence, the event-based framework in GA4 significantly enhances reporting capabilities beyond these traditional metrics.