GA4 also focuses more on privacy for the users. With the rising concerns around consumer data and privacy, people are becoming more aware of how data is collected on them and what it is being used for. This collected data is beneficial for studying the user's habits, so businesses know the things to do to enhance the user’s experience with their services. Collected user data is necessary to run a business. But since there is rising concern around consumer privacy, GA4 has addressed those concerns. In UA, you could see all IP addresses. In GA4, IP addresses are no longer collected or stored. GA4 also allows you to choose how long user-specific data is stored. The default is two months and the maximum time to keep user-specific data is fourteen months.