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Google Analytics 4, or GA4 as it’s also known, has been billed as the future of analytics. The release has seen a significant overhaul of many features that website and business owners alike have become accustomed to within Analytics and the platform appears to have taken strides in better accommodating mobile traffic into its metrics. The previous version of Google Analytics, now better known as Universal Analytics, will no longer be supported. This means that new features like predictive reports generated by machine learning and privacy-oriented features will only be released on GA4.