Google Analytics 4
Google's analytics product. On a website, the Google tag sends page views and events from the visitor's browser to Google Analytics.
Google Analytics 4 at a glance
- Company
- Category
- Analytics
- Tag script
https://www.googletagmanager.com/gtag/js?id=G-XXXXXXX- Sends data to
*.google-analytics.com- JavaScript object
gtagdataLayer- Cookies
- 5 attributed to Google Analytics 4 in the TagPipes Vendor Registry
- Network requests
- UA /collect, GA4 /g/collect, GA4 /mp/collect
What Google Analytics 4 is
Google Analytics 4 (GA4) is Google's web and app analytics product. On a website it is loaded through the Google tag (gtag.js) or a Google Tag Manager container, and it sends event data from the visitor's browser to Google Analytics collection servers.
It identifies a browser with the first-party _ga cookie and keeps session state in a _ga_<container-id> cookie for each GA4 property on the page.
What marketers use it for
Teams use it to measure where traffic comes from, what visitors do on the site, and key events such as signups or purchases. When the accounts are linked, GA4 also shares audiences and conversions with Google Ads.
How to recognize Google Analytics 4 on a site
- Open the site in Chrome, open DevTools (F12, or Cmd+Option+I on a Mac) and go to the Network tab.
- Reload the page and type
/g/collectinto the filter box. Each GA4 event is sent in a request to /g/collect, with the measurement ID (G-...) in its tid parameter. - In the Console tab, type
typeof gtagand press Enter. If it returns "function", the Google tag is on the page. GA4 can also run inside Google Tag Manager, so the /g/collect requests are the surer sign. - In Application, then Cookies, look for
_ga,_ga_<container-id>,_gat_<tracker>,_gid. Some cookies only appear after a consent choice or a specific action.
Cookies associated with Google Analytics 4
- _gaAnalytics, 2 years
- _ga_<container-id>Analytics, 2 years
- _gat_<tracker>Analytics, 1 minute
- _gidAnalytics, 24 hours
Also attributed to Google Analytics 4 by the TagPipes Vendor Registry: _gat.
Network requests
- Universal Analytics /collect requestThe hit sent by legacy Universal Analytics tags. Universal Analytics no longer processes data, so it usually means an old tag is still on the page.
- GA4 /g/collect requestThe request the Google tag sends to Google Analytics 4 for page views and other events.
- GA4 Measurement Protocol /mp/collectGA4's documented server-to-server API for sending events, such as offline purchases, into a GA4 property.
What TagPipes observed
55%
of sites scanned had Google Analytics 4 detected
TagPipes scanned 41,162 public websites between August 11, 2026 and September 13, 2026, loading up to three pages per site in a real browser as a first-time visitor, and matched what loaded against the TagPipes Vendor Registry. That is how TagPipes recognizes Google Analytics 4: by the hosts its tag loads from and the cookies attributed to it.
Observed TagPipes scan data, not a figure published by Google. Websites of TagPipes customers are excluded and no individual site is named. Snapshot dated September 13, 2026.
Sources
- Google for Developers: Install the Google tag
- Google Analytics Help: Google Analytics cookie usage on websites
- Google for Developers: Using Content Security Policy with Google tags
What it is, what it is used for, and its scripts, hosts and JavaScript objects were checked against the vendor documentation above on . The detection rate is TagPipes scan data from September 13, 2026, not a value published by the vendor. Browse all vendors.
Know when a tag stops firing
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TagPipes monitors, configures and reports. It does not determine legal compliance and does not provide legal advice. Output is informational and reflects observed state at the time of observation. Rawsoft's expertise is technology, not law; please confirm any regulatory interpretation with your own counsel.