Google launched Google Analytics in 2009, but the version you’re likely familiar with is Universal Analytics, circa 2015. In 2020, Google launched the next generation of analytics: Google Analytics 4 (aka GA4), an overhaul of the existing paradigm. GA4 is not just custom metrics, but improved measurement, attribution reporting, and finally, integrated Web and App data. And you know what else? Cookieless! yes, analysis in a future without cookies.
“Google Analytics 4 is our next-generation measurement solution, and it’s replacing Universal Analytics. On July 1, 2023, standard Universal Analytics properties will stop processing new hits. We strongly encourage you to make the switch to Google Analytics 4 as soon as possible.” Google Analytics Support Center, March 16, 2022.