GA4, which stands for Google Analytics 4, is the latest version of Google's web analytics platform. It introduces several new features and enhancements compared to the previous version, Universal Analytics.
GA4 utilises an event-based data model, which allows for more flexible and granular tracking of user interactions across your website or app. Events can be defined for specific actions, such as page views, clicks, video plays, form submissions, and more. There has been improved cross-platform tracking, allowing you to gather data from multiple devices and platforms, including websites, mobile apps, and other digital platforms. This helps you gain a more comprehensive understanding of user behaviour and engagement across various touchpoints.
On July 1, 2023, standard Universal Analytics properties will no longer process data. You'll be able to see your Universal Analytics reports for a period of time after July 1, 2023. However, new data will only flow into Google Analytics 4 properties.. For more information on how to integrate to GA4 please see this link- https://support.google.com/analytics/answer/10089681?hl=en