Google is sunsetting Universal Analytics (UA) and moving to Google Analytics 4 (GA4), a new platform that offers significant changes from its predecessor. GA4 tracks events rather than sessions or page views, providing more useful information about customer behavior. It also supports full cross-device and cross-platform reporting, offering a clearer picture of marketing impact. Additionally, GA4 leverages automation and AI to provide predictive analytics, allowing businesses to forecast, find new audiences, and gain insights into their customers' journeys. The platform is highly customizable, with features such as the ability to create complex events, reports, and explore tab queries. While it may take time to learn, GA4 offers numerous benefits, including improved data visualization, export capabilities to BigQuery, and predictive metrics that can be used to target specific audiences.