Google Analytics 4 is the latest evolution of Google's analytics platform, designed to provide a more holistic view of customer behavior across websites and apps. Unlike its predecessors, GA4 integrates advanced machine learning and AI technologies to offer deeper insights into user interactions, enabling businesses to understand and predict customer actions more accurately. It's built to adapt to the digital landscape's changing privacy requirements, offering robust data collection without relying heavily on cookies. With its user-centric measurement model and enhanced tracking capabilities, GA4 helps businesses optimize their digital strategies and create more personalized user experiences.