By developing Google Analytics 4, Google tackled two problems with the previous platform Google Analytics Universal (UA). Firstly, UA had problems tracking traffic across different platforms such as mobile apps and web browsers. The new Google Analytics 4 makes it possible to track mobile and web traffic easier, as well as viewing the data and customer journey within the same analytics tool. Thus, it enables you to better view, track, and understand the performance of websites and Clickflows.

Secondly, Google anticipates that data will be a scarce resource in the future when data regulations become tighter and consumers are less willing to provide cookie consent. Therefore, the new Google Analytics 4 platform presented a powerful machine learning to provide meaningful insights. To which extent this feature will impact future analyses, we will have to wait until the tool is advanced further.

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