With major shifts in consumer behavior and privacy-driven changes to longtime industry standards, current approaches to analytics aren’t keeping pace. Recently launched, Google Analytics 4 is a new kind of web analytics reporting. Google Analytics 4 has machine learning at its core to automatically surface helpful insights and gives you a complete understanding of your customers across devices and platforms. It’s privacy-centric by design, so you can rely on it even as industry changes like restrictions on cookies and identifiers create gaps in your data. It provides a more complete understanding of your full customer life cycle, from acquisition to retention, by bringing together data across app and web at scale. Google Analytics 4 provides smarter insights to improve marketing decisions and get better ROI.