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Google Analytics 4 (GA4) is the latest version of the Google Analytics platform that provides businesses and website owners with insights into how their customers are interacting with their online properties.

Some key features of GA4 include:

User-centric measurement: GA4 focuses on tracking user behavior across devices and platforms to provide a more complete picture of customer interactions.

Event-based data tracking: GA4 is designed to track events rather than just pageviews, which allows businesses to measure user engagement more accurately.

AI-powered insights: GA4 uses machine learning to provide insights into customer behavior and to help businesses identify opportunities for optimization.

Privacy controls: GA4 has built-in privacy controls that allow businesses to manage user consent and ensure compliance with data protection regulations.

Overall, GA4 provides businesses with a more advanced and comprehensive approach to website analytics, allowing them to better understand their customers and make data-driven decisions to improve their online properties.