Although Universal Analytics was a powerful tool, with numerous features added since its original launch in 2012, the way companies, brands, and users interact with each other has changed over the years. u003cbru003eu003cbru003eCompanies no longer rely solely on their website, but use multiple applications and platforms to implement their marketing strategies and reach their potential customers. This has created some challenges for data collection and analysis, and in order to provide a full picture of user/customer engagement, Google had to come up with another solution.u003cbru003eFurthermore, the path to purchase or conversion has now become multi-screen and collection of data across multiple devices is necessary. Users are becoming increasingly privacy-aware nowadays, and data modeling is sometimes needed to “fill in” for data that can no longer be collected.u003cbru003eTaking everything into consideration, Google decided that further improvement of Universal Analytics would not resolve these issues and that a new approach was necessary. The result was previously described Google Analytics 4, with all its built-in features.