Google Analytics 4 Released: Key AI/ML-Based Enhancements

Google has announced an overhauled version of Google Analytics. In one of the major revamps of the platform, in a decade, the new Google Analytics is built on the foundation of App Web property, whose beta was introduced in 2019. The new Google Analytics has machine learning at its core and allows integration between analytics and Google Ads. The company claims that this would help customers manage their data better and can bear industry disruptions. Among the most significant changes, the new analytics will alert the user of the significant trends in their data.