<h2>GA4: Are You Ready and The Latest Updates</h2>
Google Analytics 4 (GA4) is the latest version of the popular analytics tool, replacing the older Universal Analytics. GA4 offers more advanced tracking capabilities, improved data accuracy, and better integration with other Google products. If you're not already using GA4, here's what you need to know to get started:
<ol>
 	<li><h3>Setup:</h3><p>Setting up GA4 is relatively straightforward. You'll need to create a new property in your Google Analytics account and follow the setup instructions. GA4 uses a new data model, so you'll need to set up new tags and events.</p>
 	<li><h3>Event Tracking:</h3><p>In GA4, event tracking is more critical than ever. Events are user interactions with your website or app, such as clicks, page views, and purchases. By tracking events, you can gain insights into user behaviour and optimise your site accordingly.</p>
 	<li><h3>User-centric Data:</h3><p>GA4 focuses on user-centric data, rather than session-based data. This means that you can track user behaviour across devices and sessions more accurately, giving you a complete picture of your audience.</p>
 	<li><h3>Improved Integration:</h3><p>GA4 offers improved integration with other Google products, such as Google Ads and Google Optimise. This makes it easier to track the effectiveness of your advertising campaigns and run A/B tests.</p>
 	<li><h3>Machine Learning:</h3><p>GA4 includes machine learning capabilities that can help you gain insights into your data. For example, you can use machine learning to predict which users are most likely to convert or to identify patterns in user behaviour.</p>
 	<li><h3>Latest Updates:</h3><p>Google regularly releases updates to GA4 to improve its functionality. Some of the latest updates include the ability to track video engagement, improved cross-domain tracking, and enhanced reporting capabilities.</p>
 	<li><h3>Data Retention:</h3><p>In GA4, data retention periods are set to 14 months by default. This means that after 14 months, your data will be deleted unless you manually extend the retention period. It's essential to consider your data retention needs when setting up GA4.</p>
</ol>