Google Analytics 4 is a new analytics service offered by Google that enables users to measure traffic and engagement across their websites and apps. It is designed for the future of measurement and is a new kind of property that collects both website and app data to better understand the customer journey. Some key features of Google Analytics 4 include:

• Event-based data: Google Analytics 4 uses event-based data instead of session-based data to provide more comprehensive and granular controls for data collection and usage.

• Privacy controls: Google Analytics 4 includes privacy controls such as cookieless measurement, and behavioral and conversion modeling.

• Predictive capabilities: Google Analytics 4 offers predictive capabilities that offer guidance without complex models.

• Direct integrations: Google Analytics 4 has direct integrations to media platforms that help drive actions on your website or app.

Google Analytics 4 is a new property with different reports than what users are used to seeing in Universal Analytics properties. It is designed to help businesses and marketers with several key outcomes, including unifying cross-platform data and providing more customer data after the initial acquisition, such as engagement, monetization, and retention. Google Analytics 4 also offers more access to machine learning insights and data science analysis.

To get started with Google Analytics 4, users can see the implementation instructions and reference materials geared towards a developer audience. There are three ways to get started if users are an editor or administrator: set up Analytics data collection for the first time, add Google Analytics 4 to a site with Universal Analytics, or add Google Analytics 4 to a website builder platform or CMS.

In summary, Google Analytics 4 is a new kind of property that collects both website and app data to better understand the customer journey. It offers event-based data, privacy controls, predictive capabilities, and direct integrations to media platforms. Users can get started with Google Analytics 4 by following the implementation instructions and reference materials geared towards a developer audience or by adding Google Analytics 4 to their site with Universal Analytics or website builder platform or CMS.