What is Google Analytics GA4 and do I need it?

In July 2023, Google will replace Google Analytics with Google Analytics 4. (GA4) Google Analytics 4 introduces a new measurement model and set of features that enable marketers to future-proof their measurement approach within the privacy-first world we all live in today.

GA4 introduces a whole range of never-before-seen tracking and reporting features, one of the most prominent being the unification of website and mobile app data (previously reported separately) into a single set of reports.  Another significant change from Universal Analytics and GA4 is from session-based data collection to a more user-centric data schema. This revamp of the underlying data schema improves compatibility with other platforms and allows GA4 to take advantage of Google’s advanced machine-learning models.

Here is a great video that explains the benefits and how to upgrade.