Google has officially released the new Google Analytics 4! Universal Analytics is not going away anytime soon, so you can run both properties in tandem while new features roll out. However, it is important to get your GA4 property set up and collecting data sooner rather than later, because:
The biggest difference in GA4 is the events method by which everything is tracked and reported. Universal Analytics relies on being able to see what it is tracking, which is becoming increasingly more difficult due to the continued loss of third-party cookie data across web browsers. Right now, GA4 does not have all of the out-of-the-box reports that were included in Universal Analytics properties; but, that will change as more features roll out.
The initial set up of GA4 is simple with the setup assistant, but setting up events outside of the default options requires some configuration with Google Tag Manager.
Because events are used to track everything, they can get out of hand pretty quickly. We suggest standardizing your implementation method and following Google's recommendations.
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