But unlike these two properties, the new GA4 or Google Analytics 4 can measure data of both types i.e. website and app/mobile. So one can use it for either o the data types separately, or can combine them.

One of the main differences between GA4 and the previous version of Google Analytics is that GA4 is designed to track user behavior across multiple platforms, including websites, mobile apps, and other digital devices. This is important because it allows businesses to gain a more comprehensive understanding of their audience and how they interact with their digital assets.

GA4 also incorporates advanced features like machine learning and artificial intelligence, which allow for more accurate data analysis and more detailed user insights. For example, GA4 can automatically identify and categorize user behavior, such as whether a user is browsing a product page, adding items to their cart, or completing a purchase. This makes it easier for businesses to track user behavior and identify opportunities for optimization.

Another key feature of GA4 is the ability to set up custom events and parameters, which allows businesses to track specific actions or behaviors that are important to their marketing goals. For example, a business might want to track how many users sign up for their newsletter or how many users watch a promotional video on their website. With GA4, businesses can create custom events and parameters to track these actions and gain insights into their effectiveness.

GA4 also offers more granular data controls, which can help businesses comply with privacy regulations like the GDPR and CCPA. For example, GA4 allows businesses to set data retention periods, delete user data upon request, and provide users with the ability to opt-out of data collection.

Overall, Google Analytics 4 is a powerful tool that can help businesses gain a deeper understanding of their audience and improve their marketing strategies. With its advanced features and capabilities, GA4 offers a more comprehensive and flexible platform for tracking user behavior across multiple platforms and gaining insights into user behavior. If you’re not already using GA4, now is the time to start exploring its capabilities and unlocking its potential for your business.