The user, not the device, is at the heart of the new Google Analytics 4 tool, which will replace the current universal analytics tool in July.

Have you already upgraded to Google Analytics 4 (GA4)? If not, you need to do it quickly, because Google's universal analytics will stop collecting data on 1 July this year and only GA4 will be available from then on. This brings a lot of new features that will benefit businesses in the future, said Marko Penko, a renowned expert in online marketing and one of two Google-certified trainers in Slovenia, in the introduction to the GROWdigital digital marketing training program.