Well, as you may be aware, all the major platforms such as Google and Facebook (or Meta now) make huge amounts of money by connecting businesses with consumers through digital advertising.
Until recently these platforms have used any means they could to grow their revenue, and this included using personal data and invading personal privacy.
These data collection practices are now seen by consumers as unethical, and some practices are even illegal!
Because of this, there has been a trend towards tighter regulation of the use of personal data with the introduction of legislation including GDPR (General Data Protection Regulation) in Europe, CCPA (California Consumer Privacy Act) in the United States, and the changes Apple made to iOS 14.4 which prevents tracking users across third party apps.
Google are looking for ways to ensure their products and services are more privacy-focused and the current version of GA has limitations in this area.
Hence why Google has decided to retire GA3 and introduce GA4, which is privacy driven.
GA4 incorporates Machine Learning which will be better for predicting future customer behavior. GA4 will also give you more customer focused metrics which will help you manage customer lifecycles. Other features include personalization of Google Ads and less reliance on Cookies.
(Whoop! No more annoying cookie consent popups!)
GA4 has been designed to make the user experience and transition as easy as possible.
And if you switch to GA4 sooner rather than leaving it to the last minute, you'll reap the benefits of more predictive data and reporting which will give you better insights into your online business.