As of my last knowledge update in January 2022, Google Analytics 4 (GA4) had already been introduced as the next-generation analytics platform. In 2024, GA4 is likely to have evolved further, offering advanced features for user-centric measurement,
enhanced cross-platform tracking, and improved machine learning capabilities to provide more insightful and actionable data for businesses adapting to the evolving digital landscape. Users should expect continued updates and innovations to keep pace with the dynamic requirements of online analytics.