Now’s the time to create a GA4 property, you can run this alongside your existing Universal Analytics property.

Combining both website and app data GA4 has answered our analytics prayers, automating the collection of basic event data, as well as enabling both cross-platform and more sophisticated cross-device reporting.

Whether you have an app or not, GA4 is built to handle various data streams which can provide critical insight into your cross-device customer journeys, providing you with a more accurate single user journey based on the best available identifiers and deduplication.

But the real timesaver is the automation and collection of basic onsite interactions, enabling you to spend less time coding and more time analysing your event data.