Google Analytics 4 is truly the next generation of Analytics using event-based data from both websites and apps.
GA4 is built on a completely different architecture. GA4 collects both app and website data in the form of an event instead of a standard session based data collection. It features and meets privacy controls such as cookieless measurement, and behavioral and conversion modeling. Lastly it provides direct integrations to media platforms to help drive action to your website.
The new Google Analytics 4 will allow a business to see unified user journeys across their websites and apps, use Google’s machine learning technology to surface and predict new insights, and most importantly, it’s built to keep up with a changing ecosystem.
Google Analytics 4 is designed as a serious business tool: driving sales or app installs, generating leads or connecting online and offline customer engagement.