Google Analytics 4 (GA4) is the latest version of Google’s web analytics platform. It was released in October 2020 and is designed to provide a more advanced and holistic view of user behavior across different devices and channels.

GA4 introduces several new features and improvements over the previous version of Google Analytics, including:

1. Enhanced tracking capabilities: GA4 uses an event-driven data model to track user interactions, which provides more detailed data on user behavior.
2. Improved cross-device tracking: GA4 allows you to track user behavior across multiple devices and platforms, including mobile apps and websites.
3. Better data control and privacy: GA4 provides more granular control over data collection and processing, helping businesses to comply with privacy regulations.
4. Advanced machine learning capabilities: GA4 uses Google’s machine learning algorithms to provide more accurate insights and predictions based on your data.
5. Streamlined reporting: GA4 provides more flexible and customizable reporting options, making it easier to analyze and interpret your data.

Overall, GA4 offers a more comprehensive and advanced approach to web analytics, helping businesses to gain a deeper understanding of their customers and improve their online performance.