Google Analytics 4 (GA4) is the latest version of Google Analytics. It was first announced in October 2020. This version is designed to be more intelligent, flexible, and integrated than the previous versions of Google Analytics.

One of the key features of GA4 is its ability to track both online and offline data. This allows for a more comprehensive view of customer behaviour and engagement. GA4 also includes a new set of metrics, such as “engagement rate.”. This measures how engaged users are with a website or app. it also measures “lifetime value,” which measures the total revenue generated by a user over their entire lifespan as a customer.

Another important feature of GA4 is the integration of machine learning capabilities, which allows the platform to automatically identify important insights and trends in the data. This allows marketers to make more data-driven decisions and understand their audience better.

Data Privacy & Security

GA4 also includes new data privacy and security features, such as the ability to control data retention, and the ability to share data with Google Ads and other Google products in a more secure and private way.

Overall, GA4 is designed to be more powerful, flexible, and user-friendly than previous versions of Google Analytics. It allows users to track both online and offline data, uses machine learning to automatically identify important insights, and provides new data privacy and security features. However, keep in mind that GA4 is not yet fully rolled out and some features are still in beta.