Google Analytics 4 is better than Universal Analytics – at least, that’s what some marketers have been telling Search Engine Land. “GA4 also combines app, first-party data as well as cookie data, which is going to be a lot better long term. He says:“I love the new options for event tracking – they are much more robust and offer a lot of flexibility. "Google released GA4 way too early so when people looked at it, it was missing so many features as to be virtually unusable. Despite flagging these issues, Barlow concludes that he is confident Google will take action and improve its product.