According to Google, GA4 has several distinct advantages over Universal Analytics. The first advantage is that this update will provide more advanced security settings for Analytics users.
Google Analytics 4 will also facilitate a more seamless integration with Google advertising platforms to better optimize campaign performance. This will allow users to better track, and manage, advertising campaigns for their business.
Lastly, GA4 will use machine learning to uncover customer journey insights. This advanced diagnostic tool will be able to provide more data than ever before on the user’s experience using your website.