Google Analytics 4 (GA4) is the next generation of Google’s analytics platform. It offers a more robust and flexible way to track website and app data, providing deeper insights into user behavior across platforms. Here’s why migrating to GA4 is important: Future-Proofing: Universal Analytics will sunset on July 1, 2023. Migrating to GA4 ensures you continue collecting valuable user data. Enhanced Data Collection: GA4 offers a more flexible data model, allowing you to track a wider range of user interactions and events. Cross-Platform Tracking: GA4 seamlessly tracks user behavior across websites and apps, providing a unified view of your customer journey. Machine Learning Insights: GA4 leverages machine learning to generate deeper insights and predictive analytics, helping you understand user behavior and optimize marketing strategies.