Which of the following is a key benefit of using Google Analytics 4 over Universal Analytics?

Using Google Analytics 4 offers enhanced user-focused tracking as one of its key benefits. This advancement stems from GA4's shift towards a more holistic view of user interactions across multiple platforms and devices. Instead of relying solely on cookies, GA4 emphasizes event-based tracking, which captures all types of user interactions in a way that reflects the evolving behaviors of users today.

This user-centric approach means that businesses can gain deeper insights into the customer journey, track individual user paths across web and app environments, and personalize the user experience. With GA4, organizations can also leverage advanced machine learning capabilities to analyze user behavior and trends more effectively, allowing for data-driven decision-making that is better aligned with user needs.

While improved real-time reporting is indeed an enhancement in GA4, the primary focus is on how tracking adapts to modern user behaviors. Automated data privacy compliance is not exclusive to GA4, and while unlimited data retention might seem beneficial, it may raise concerns regarding data management practices and compliance with data protection regulations. Thus, enhanced user-focused tracking stands out as a significant advancement in GA4 compared to Universal Analytics.