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Google Analytics 4 (GA4) is a newer version of Google’s web analytics service, which comes with different features compared to Universal Analytics (UA). GA4 emphasizes event-driven data models, addresses changes in privacy requirements, and has improved integration with Google Ads. However, as a result, it may lack certain features that users have come accustomed to with UA. This is primarily because Google’s focus with GA4 has been on developing new capabilities and future-proof solutions, with certain older features sometimes taking a backseat. It does not necessarily reflect that GA4 is a lesser tool, but rather it underscores the shift in analytics methodology and data privacy norms. While some features may seem to be missing, there is the possibility that they may be added in future updates or replaced with new features.
