Here are some of the Key Features of GA4:

• GA4 is built for the cookie-less future
  As users become more conscious of protecting their personal information and with the introduction of GDPR laws in Europe, we cannot be as reliant on cookies to track users.
  The new data model has been designed to adapt to a future with or without cookies. By leveraging machine learning and statistical modeling, GA4 can fill data gaps through what they term ‘blended learning’. With this approach, Google prioritizes user-based data over protecting a user’s privacy while still making interest-based ad selection possible, allowing businesses to build a picture of similar types of users in their vertical.
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• Focus on the User Journey - Cross-device and Cross-platform Tracking
  Google Analytics 4 focuses more on a user’s journey and the events that are triggered throughout it. The new data-driven model means that you can use a single set of metrics and dimensions to look at both web and app data. Having the ability to track a user that visits on their mobile, comes back on their desktop and then downloads, purchases, or registers through your app is a new feature ushered in by GA4
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• Focus on User Engagement - Updated Reports
  One of the greatest features of the new Google Analytics GA4 is its powerful new user metrics and dimensions that use AI to predict customer actions. GA4 provides us with new user buckets like ‘Acquisition’, ‘Engagement’, ‘Monetisation’, and ‘Retention’. GA4 also provides you with a separate ‘Audiences’ report where you can define user definitions, further tailoring the platform to your business needs
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• Simplified Goals and Events - Integrated Event Tracking
  With Google Analytics GA4 you are furnished with a suite of pre-made actions and events which previously required manual setup on UA. These pre-made actions and events include clicks, scroll behavior, transactions, file downloads, and user-first visits. Custom events can be set up to track more specific user behavior activities. Form submissions and e-commerce goals may not automatically be set up; however, the process has been simplified, now requiring much less time to implement than previous iterations of Google Analytics.
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• AI Insights for Predictive Metrics - Data-driven Attribution Model (Markoff Model)
  Google Analytics GA4 has new predictive metrics that allow you to make data-driven decisions on a larger scale, helping you to better understand your audience. With these new metrics, you can create audiences based on predictive behaviors, allowing you to then target them in a Google Ads campaign or on social media. These new metrics allow you to both improve retargeting campaigns and improve website performance by creating custom funnels for different audiences based on behaviors and needs.