Google Analytics 4 provides a comprehensive understanding of consumer behavior across websites and apps, adapting to evolving technology and regulations. It uses Google AI for relevant insights, predicting future purchasing behaviors. New features include customized reporting experiences for different teams, subproperties and roll-up properties with links to Display & Video 360, Campaign Manager 360, and Search Ads 360, and faster daily exports to BigQuery with an SLA for standardized analysis.
Migration from Universal Analytics must be completed by March 2024 to avoid data loss, as Universal Analytics will be shut down by July 2024. New advertising capabilities in Universal Analytics will cease for EEA traffic from early March. A programmatic upgrade tool via API will aid migration.
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