Google Analytics 4 (GA4) has now become the defacto analytics tool for millions of users across the globe. Here’s what Google says:“By activating Google signals, you enable Google Analytics to collect data about your traffic in addition to data collected through a standard Google Analytics implementation in order to provide additional features like cross-device audiences and insights. Free GA4 users can change it to 14 months, while Google Analytics 360 users can change it to even longer. This is where you can link additional Google products such as Google Ads, BigQuery, Google Search Console, and more. Note: The GA4 Google Merch Shop Demo account was used for most screenshots unless stated otherwise.