If you want to analyze user journeys across a website and an app, which technique should you use for insights?

Utilizing Google Analytics 4 properties is the optimal technique for analyzing user journeys across both a website and an app. GA4 is specifically designed to capture and unify data from different platforms, allowing for a holistic view of user interactions. This property provides features such as cross-platform tracking, which enables you to understand how users engage with your content across devices and applications seamlessly.

By leveraging GA4 properties, you can track user interactions, analyze the path they take through your content, and gather insights on user behavior. This is particularly beneficial in understanding the full context of user engagement, as it helps you pinpoint where users move from one platform to another, thus illuminating their complete journey.

While other options have their merits, they do not provide the same comprehensive analysis of user behavior across multiple platforms. For example, Google Tag Manager integration is useful for tracking setups and event management but does not itself provide insights into user journeys. User-ID tracking enhances user identification across sessions but must be implemented within a GA4 property for it to be effective in analyzing cross-platform journeys. Event parameter reporting allows for the collection of additional data about specific events but is also reliant on the broader GA4 framework to contextualize this data within user journeys.