With GA4, data is collected differently than it is with Universal Analytics. The most noteworthy difference is its use of machine learning in order to glean insights from the data it collects. According to Google, the new version of the app is privacy-based by design , which means that it will adhere to user privacy firmly. You can also track users across devices and platforms, which wasn’t possible with Universal Analytics. GA4 also introduces a new set of reports designed to give you insights into your user’s journey. These reports are called Funnels and Conversions, and they allow you to see how users interact with your site or app over time. It s free to sign up and use, and is a great way to get visibility into how your site or app is performing.