If you spend time in Google Analytics you’ve probably seen Google’s helpful little prompts urging you to upgrade to Google Analytics 4. Likewise, if you’ve set up a new property recently, you might notice that Google seems to have removed Universal Analytics (don’t be alarmed, it’s just hidden away—here’s how to set it up). You might be thinking, ‘it’s an upgrade so why wouldn’t I want the latest and greatest?’. Well, read on to learn how the platforms are different and what those differences may mean for you.
What is Google Analytics 4 (GA4)?
