Get to Know Google Analytics 4: Key Features & Updates

The times are a-changin’.

In July 2023, Google sunsetted Universal Analytics and launched the next generation: Google Analytics 4. Said to feature a revolutionary approach to data collection and analysis, GA4 promises to reshape the way we comprehend user interactions and gather insights. That said, a lot has changed.

Now it’s time for us as marketers, business owners, and analytics enthusiasts to adopt and get comfortable with the revamped platform — an experience we’re all too familiar with in the ever-evolving marketing world, eh?

We're here to help. Here's what we know about GA4 so far, including key updates, features, and how to make the switch.