As the sun begins to set on Google Analytics Universal Analytics (UA), businesses are (or should be) gearing up for the transition to Google Analytics 4 (GA4). With GA4, businesses can access valuable insights to help them make informed and strategic decisions for their operations. GA4 was developed for a new era of measurement, which entails new product features and a different measurement approach compared to Universal Analytics. Web + app: By design, GA4 was built for both web and app – something that previous versions of Google Analytics dealt with separately. Being able to use a GA4 property in parallel to an existing UA property will give businesses the ability to see what’s different, what’s the same and what they have in UA that they need to have in GA4.