What is GA4?
GA4 is the latest upgrade to Google Analytics.
It provides a more granular and different data collection approach compared to Universal Analytics and GA360. The lowest and only quantum of information that’s stored in GA4 is an event record. The metrics of Universal Analytics like page views, session ID are all recorded as an event or an event parameter. Data from Web, App, or any other measurement protocol can flow into a single property making cross-device and cross-application tracking much more robust.
The biggest advantage of GA4 is that it provides access to the big data warehouse free of cost to anyone with the help of Big Query. Unlike Universal Analytics where Big Query was available at a cost, GA4 gives retailers the ability to create their own data lake at no cost. The benefits include the ability to create user segmentation, build personalization and recommendation engines, and more. So we recommend migration to GA4 if you are using Universal Analytics. Even for Shopify, Magento and Woo Commerce store owners which have implemented Enhanced Ecommerce through GTM, this blog can help in setting up the tags.