GA4 is relying more heavily on sampled data and machine learning to fill the gaps in data reporting. Your best bet is to get familiar with the limitations so that you can make the most of what the platform can give you. It's important to note that even though GA4 has some limitations, Google has made significant improvements from the previous "Universal" version of the platform. Now that we have our facts straight, let's get into the nitty-gritty of what you can and can't track on GA4. Want some proof? revealed in October 2022 that "Google Analytics is used by 55.8% of all the websites, that is a traffic analysis tool market share of 85.8%." Google Analytics 4 (GA4), a free web analytics solution, is recognized as the most widely used data analytics platform worldwide.
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