Google Analytics (GA) is a powerful tool for tracking and analyzing website traffic, but it's about to undergo a major change. Google Analytics 4 (GA4), the newest version of the platform, offers a host of new features and capabilities. In this session, we'll cover the key differences between GA4 and its predecessor, Google Analytics, and discuss the benefits and limitations of the new system. We'll also provide an overview of the migration process and offer tips for making the transition as smooth as possible. Attendees will leave with a clear understanding of what GA4 is, how it differs from GA3, and how to use it to improve their website's performance. Emily Goret, AdRocket Boost Team Manager at RWS