Some of the biggest changes that come with GA4 compared to Universal Analytics are a new data model, enhancing reporting, and cross-device tracking. In detail, those changes include:
New data model: GA4 uses a new data model that focuses on events and user properties rather than sessions and page views, making it easier to track user behavior across multiple devices and platforms.
Enhanced reporting: GA4 offers a range of new and enhanced reporting features, including customizable reports, predictive metrics, and machine learning-powered insights.
Privacy-focused: GA4 is designed to be more privacy-focused, with features such as data minimization and enhanced user controls to help businesses comply with data privacy regulations.
Cross-device tracking: GA4 uses machine learning to better track users across multiple devices, making it easier for businesses to understand how users interact with their website and improve the user experience.
Integration with Google Ads: GA4 can be linked to Google Ads, allowing businesses to measure the performance of their ad campaigns and optimize them for better results.