> For the complete documentation index, see [llms.txt](https://docs.chord.co/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.chord.co/activate/event-streaming/destinations/analytics/google-analytics-4.md).

# Google Analytics 4

Google Analytics 4 (GA4) is a web and app analytics tool from Google that tracks user behavior across your digital properties. It uses event-based tracking, cross-platform insights and predictive metrics to help you understand and improve customer journeys. Chord sends events to GA4 from the browser and from the server.

## What each version does

* [**GA4 browser**](/activate/event-streaming/destinations/analytics/google-analytics-4/ga4-browser.md) loads Google's tag in the shopper's browser and sends page views and ecommerce events from there. In the destination catalog in Chord, you add it as **Google Analytics 4 (Device Mode)**.
* [**GA4 Measurement Protocol**](/activate/event-streaming/destinations/analytics/google-analytics-4/ga4-measurement-protocol.md) runs on Chord's servers and sends events to GA4 through Google's Measurement Protocol. It is typically connected to a back-end site to forward server-side events such as orders and subscriptions. In the destination catalog in Chord, you add it as **Google Analytics 4 (Measurement Protocol)**.

## Why use both

The browser version catches on-page behavior. The server version survives ad blockers and closed tabs, and it reports events that never touch a browser.

## Set up

* [GA4 browser](/activate/event-streaming/destinations/analytics/google-analytics-4/ga4-browser.md)
* [GA4 Measurement Protocol](/activate/event-streaming/destinations/analytics/google-analytics-4/ga4-measurement-protocol.md)


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