GA4 or Universal Analytics — which one should my site use in 2026?

Universal Analytics stopped collecting new data on July 1, 2023, and Google permanently removed access to historical data on July 1, 2024. GA4 is the only option. If your site still has an old UA tag (starting with UA-XXXXXXX-X), it's collecting nothing. Replace it with a GA4 tag (G-XXXXXXXXXX) via GTM or directly in your template.

Do I need a privacy policy to run GA4 in Ukraine?

Yes — it's mandatory. GA4 collects user data (IP address, behavior, device type), which falls under Ukrainian Law No. 2297-VI 'On Personal Data Protection.' Your privacy policy must state that the site uses Google Analytics, what data is collected, and how users can opt out. Without it, you risk fines and complaints to Ukraine's Personal Data Protection Commissioner.

How do I verify that GA4 is working correctly?

Install the Google Tag Assistant extension (Chrome), or open GA4 → Reports → Realtime. Visit your site from a different device or in incognito mode — within 30 seconds, Realtime should show 1 active user. If it shows 0, check whether your GTM container is still in Preview mode and hasn't been published.

How many conversions can I track in GA4 for free?

Free GA4 lets you mark up to 30 events as conversions (Google rebranded these as 'Key Events' in 2025). For most small sites that's more than enough — the standard set covers: form lead, phone call, add to cart, purchase. The overall event type limit is 500 unique types per property.

Are GTM and GA4 the same thing?

No. Google Tag Manager (GTM) is a container for managing scripts on your site. GA4 is the analytics platform itself. GTM simplifies adding GA4: you insert the GTM snippet once, then configure GA4 tags — and others like Meta Pixel or Hotjar — entirely inside the GTM interface, without touching your site's code again.

GA4 or Universal Analytics — which one should my site use in 2026?

Universal Analytics stopped collecting new data on July 1, 2023, and Google permanently removed access to historical data on July 1, 2024. GA4 is the only option. If your site still has an old UA tag (starting with UA-XXXXXXX-X), it's collecting nothing. Replace it with a GA4 tag (G-XXXXXXXXXX) via GTM or directly in your template.

Do I need a privacy policy to run GA4 in Ukraine?

Yes — it's mandatory. GA4 collects user data (IP address, behavior, device type), which falls under Ukrainian Law No. 2297-VI 'On Personal Data Protection.' Your privacy policy must state that the site uses Google Analytics, what data is collected, and how users can opt out. Without it, you risk fines and complaints to Ukraine's Personal Data Protection Commissioner.

How do I verify that GA4 is working correctly?

Install the Google Tag Assistant extension (Chrome), or open GA4 → Reports → Realtime. Visit your site from a different device or in incognito mode — within 30 seconds, Realtime should show 1 active user. If it shows 0, check whether your GTM container is still in Preview mode and hasn't been published.

How many conversions can I track in GA4 for free?

Free GA4 lets you mark up to 30 events as conversions (Google rebranded these as 'Key Events' in 2025). For most small sites that's more than enough — the standard set covers: form lead, phone call, add to cart, purchase. The overall event type limit is 500 unique types per property.

Are GTM and GA4 the same thing?

No. Google Tag Manager (GTM) is a container for managing scripts on your site. GA4 is the analytics platform itself. GTM simplifies adding GA4: you insert the GTM snippet once, then configure GA4 tags — and others like Meta Pixel or Hotjar — entirely inside the GTM interface, without touching your site's code again.

Business advice

GA4 Setup via GTM in 2026: No Developer Needed

Y Yana Bystrytska Editor-in-Chief 15 August 2026 · 9 min read

Google Analytics 4 is Google's web analytics platform — and since July 1, 2023, it's the only one that matters. That's when Universal Analytics (UA) stopped collecting new data; Google permanently shut down access to historical UA data on July 1, 2024. GA4 runs on an event-based data model: every user action — page view, button click, form submission — is a discrete "event," not a session hit the way UA worked. For sole proprietors (Ukrainian: ФОП) and small businesses in Ukraine, it's the tool that answers where buyers come from, what they do on-site, and where they drop off. In 2026, GA4 is free, connects via Google Tag Manager without writing code, and works within Ukrainian personal data law (Law No. 2297-VI) provided you have a privacy policy in place.

Quick Facts

Cost of GA4	Free (Google Analytics 4 Standard)
Developer required?	No — GTM connects via one