Google Analytics 4 (GA4) is the latest iteration of the Google Analytics platform, replacing Universal Analytics (UA) as the default for digital analytics measurement in GA. In 2022, Google announced that GA4 would be the only option after July 1, 2023.
- Supports analytics for both mobile and web, unlike GA3 which only offers website data analysis.
- The GA4 reporting interface is significantly different from previous versions.
- A Google Analytics 4 property incorporates User ID natively across all reporting, analysis, and insights, eliminating the need for a separate User-ID reporting view.
- Improved privacy controls, including cookieless measurement and behavioral and conversion modeling.