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It is a new Google Analytics property with user-focused measurement to provide marketers with smarter insights to improve marketing decisions and get better ROI.
Should you make a switch to GA4?
Yes. Google has announced that the current version (Universal Analytics) will stop processing data on July 1, 2023, GA4 does not have backward data compatibility which means the unavailability of historical data for comparison. Migrating now will ensure you have year-on-year baseline data for comparison.