Universal Analytics is an amazingly popular tool that is used by just under 30 million websites. Despite this popularity, Universal Analytics (UA) is based on a data model that is over 20 years old and is in need of a hard reset.
New challenges such as privacy concerns over cookie usage, or maintaining accuracy of cross-device tracking have presented obstacles that have necessitated a data paradigm shift that can adapt with an evolving landscape. As a result, GA4 is not simply an enhancement to UA, but an entirely new product using a new data model.