With Google Analytics 4 over two years old, Google is finally ready to sunset Universal Analytics later this year.

As the predominant way to analyze website traffic and behavior, it is imperative that DMOs and travel websites switch their accounts over to GA4. In addition to UA soon being unsupported and unworkable, there’s a host of benefits that come from switching to GA4.

• Multi-Touchpoint Analysis. Using end-to-end machine learning GA4 possess the ability for cross channel
  data-driven attribution. The feature automatically adapts to changes in performance across
  different touchpoints, crediting allocation to each conversion. This can improve your data concerning
  the percentage of early, mid, and late touchpoints, as well as the breakdown of each conversion source.
• Improved ROI. GA4’s new method of data attribution increases return on investment by more
  accurately analyzing which ads and website behavior is driving sales. Using several factors (including
  device type, number of interactions, and the order in which ads were encountered), as well as
  contrasting what could have happened on the website, GA4 can more accurately determine which
  touchpoints are driving conversions.
• Business and Compliance-Minded Engagement Measurement. With GA4, enhanced
  measurements are much easier to set up, meaning you can capture more than just page views right
  from the beginning. The new enhanced measurement easily tracks things like video engagement, scrolling behavior, file downloads, and form interactions, meaning you can specifically tailor your
  analytics to the needs of your business, provided your website is well designed.