Google Analytics 4 is the latest version of Google’s web analytics platform. It provides new features and capabilities compared to the previous version, Universal Analytics.
There are several reasons why you might want to consider switching from Google Universal Analytics to Google Analytics 4:
Better cross-device tracking
GA4 is designed to track users across multiple devices and platforms, making it easier to understand how your customers interact with your business across different channels.
Enhanced data privacy
GA4 has improved privacy controls to ensure that data is collected and stored in a more secure way, and that users have more control over their data.
More flexible event tracking
GA4 allows for more customizable event tracking, which can help you better track user behavior on your site or app.
Easier integration with other Google products
GA4 is designed to work seamlessly with other Google products, such as Google Ads and Google Tag Manager, making it easier to connect your data across platforms.
Even though GA4 is the future of Google Analytics, it may not be the best choice for every business. You may not want to switch over immediately if you have a lot of historical data in Universal Analytics. To take advantage of GA4’s new features and capabilities in the long run, it’s definitely worth considering a switch.