If you own a website that relies on user interaction and traffic, you already know how important it is to gain valuable information about how many people visit your website, what sections attract the most attention, and where most of your users come from etc. Thankfully, Google Analytics provides all this data (and much more) to allow you to modify your site and hopefully increase customer traffic and retention. Lately, Google released an updated version of Google Analytics called Google Analytics 4 (GA4), which provides a host of new features and improvements from its current version, also known as Universal Analytics. But don’t take our word for it; read below and find out how updating to GA4 can be helpful to your business.