Google Analytics 4 (GA4) represents a significant evolution in the world of digital analytics. As the latest iteration of Google’s analytics service, GA4 introduces a new, more intuitive model for tracking user interactions across websites and apps. Unlike its predecessor, Universal Analytics, GA4 focuses on event-based data collection, allowing for a deeper and more comprehensive understanding of user behavior. This shift is crucial for businesses and marketers aiming to adapt to the changing landscape of online user engagement, as it offers more robust and flexible tools for analyzing traffic patterns, user interactions, and conversion metrics.