Google Analytics 4 (GA4) was released in October 2020 and is being constantly updated with new features since then. With machine learning at its foundation, GA4 can deliver on its promise of providing unified web and app analytics, allowing organizations to make smarter marketing decisions that result in higher ROI. Along with this, a greater emphasis is placed on customer experience, behavior, and privacy, guaranteeing that businesses that rely on Google Analytics will be able to adjust to any uncertainties they face in the future when it comes to understanding their consumers.