Since 2013, when Google released the third version of Google Analytics, AKA Universal Analytics, it has provided great results for users. But its limitations have become evident, especially in the past two or three years.
Enter Google Analytics 4, the much-anticipated update within the Google Analytics product, announced in October 2020.
With the proliferation of new platforms, such as mobile apps and IoT devices, a massive influx of new data sources has been created; and as powerful as Universal Analytics was, it simply wasn’t up to the task. So Google went back to the drawing board.
