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The default analytics layer for most of the web, given away for free. GA4's event-based model, forced migration from Universal Analytics, and consent-mode plumbing reveal how Google turned measurement into a moat that feeds its ads business.

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GA4: Why Google Gives Away the Measurement Layer

Google Analytics is free because measurement isn't the product, it's the moat. GA4 is optimized for Google's ads auction first and the analyst second, which is why rivals keep finding oxygen.