Tracking the user journey is essential for marketers to gain insights into how users interact with their websites or apps. Google Analytics 4 (GA4) is designed to be more flexible and scalable than previous versions. With its advanced features and capabilities, it’s revolutionising how marketers analyse user behaviour, unlock valuable insights, and optimise their strategies. In this podcast, we'll explore how marketers can use the new advanced features of GA4 to  better understand their customers and their journeys.  This includes: 1. Enhanced funnel analysis 2. User flow analysis 3. Event based tracking 4. Cross-device and cross-platform tracking 5. Improved personalisation opportunities 6. Machine learning capabilities 7. Advanced audience insights 8. Attribution modelling 9. Privacy-centric approach 10. Custom reporting and analysis If you'd like to read along or want access to the text, just visit our blog. And don't forget, you can access ebooks, downloads, templates and more on our website.