Google Analytics 4

Web analytics

Collects both website and app data to better understand the customer journey
Uses event-based data instead of session-based
Includes privacy controls such as cookieless measurement, and behavioral and conversion modeling
Predictive capabilities offer guidance without complex models
Direct integrations to media platforms help drive actions on your website or app

Google Analytics 4 website Documentation

Google Analytics 4 is an analytics service that enables you to measure traffic and engagement across your websites and apps. It unlocks customer-centric measurement across your sites and apps, showing how people engage with your business and the role different channels play with advanced reporting and analysis. You can even connect systems used to measure CRM, points of sale, and other first-party data sources for a more complete view.

Segment significantly reduces the level of effort required to migrate from GUA to GA4. Segment is already event-based, so you can specify Segment events that you’re already collecting, to be treated as standard or custom GA4 events. Segment sends mapped events and properties to GA4, where you can view reports and insights, and get a complete picture of your customers across devices and platforms.