Google Analytics 4 Guide: What’s New & Important for GA4? Google Analytics 4 (GA4) marks a major shift in thinking about how web and app properties are tracked. Formerly called “App + Web properties” in beta, Google Analytics 4—announced in October 2020—builds upon the foundation of cross-device unified measurement introduced in July 2019.
GA4 is a new Google product that allows for Web and App data to be collected separately, or in one continuous property. GA4 is designed to replace both Universal Analytics (UA) and GA360, which will be deprecated in 2023. UA accounts will stop collecting data effective July 1, 2023, while GA360 accounts will stop collecting data effective July 1, 2024. At that time, GA4 will become Google’s sole analytics platform.
Acknowledging the increasing overlap between web and mobile app development and content—as well as answering marketers’ needs for unified data—Google Analytics 4 seeks to eliminate the need for manual stitching and workarounds between platforms. [...]