Discover the top 10 advantages of Google Analytics 4 (GA4) over Universal Analytics in this 44-minute MeasureCast episode. Explore key features such as enhanced privacy measures, improved data collection, advanced conversion tracking, audience segmentation, and predictive metrics. Learn about the exploration reports, data modeling capabilities, and BigQuery integration that make GA4 a powerful tool for modern web analytics. Gain insights into the transition process from Universal Analytics to GA4, and understand how to leverage these new features to enhance your data analysis and decision-making. Delve into topics like enhanced measurement, timing analysis, and GA4's application for AMP and email marketing. Whether you're a newcomer or an experienced analyst, master the essential skills needed to navigate the shift to Google Analytics 4 and unlock its full potential for your digital measurement strategy.