Google Analytics is a popular web analytics service that enables website owners to track and analyze user behavior on their websites. Google Analytics has undergone significant changes over the years, with the latest version, Google Analytics 4 (GA4), designed to provide a more complete understanding of user behavior across multiple devices and platforms. As Google prepares to retire version 3 of Google Analytics, this paper explores the key features of GA4, its benefits, and the impact on website owners as they migrate to the new platform.