If you're a business owner that wants to analyze how users arrive at your website and app, as well as the user journeys across both of these platforms, what should you use to generate insights?

Google Analytics 4 (GA4) properties are designed for cross-platform data collection and analysis, allowing you to track user journeys seamlessly across websites and mobile apps. This unified approach provides a holistic view of user behavior, which is crucial for understanding how users arrive and interact with your brand across different touchpoints. Universal Analytics properties are an older generation of Google Analytics primarily focused on website tracking and lack the integrated app tracking capabilities of GA4. Google Optimize is a testing and personalization tool, not a primary analytics platform. Google Marketing Platform is a suite of marketing and analytics products, but GA4 is the specific tool within that suite for detailed user behavior analysis across platforms.