What is Google Analytics 4 and do I need to update?

As you may know, Google Analytics is a digital analytics service from Google that allows you to track and analyse your website traffic. It's the most widely used analytics platform on the web, and most of us would be completely lost without it. This allows us to see where visitors to our site come from, how they move around and interact with our site and its content, what marketing efforts are working or not working, and much more. What is Google Analytics 4? Google Analytics 4, commonly referred to as GA4, is Google's 4th and most recent version of its analytics platform. Pretty clever naming convention, huh? Although GA4 isn't technically new — it officially launched in October 2020 — Google has continued live product development for the past 18 months. While there were a few bumps and bruises along the way for early adopters, this release is now ready for prime time. So ready, in fact, that Google has announced that it will be phasing out Universal Analytics ...