Google Analytics 4 and the previous version.
Unlike previous versions of Google Analytics, which were based on sessions and pageviews, GA4 is event-driven. This allows for unprecedented flexibility in tracking user behavior, giving marketing professionals a deeper and more nuanced understanding of the user journey.
Furthermore, GA4 is built with a focus on user privacy, offering more robust features for IP anonymization and data exclusion, in line with privacy standards like the GDPR in the European Union
Another important aspect of GA4 is its integration capability with Google Cloud’s BigQuery, offering unprecedented data processing and analysis power.