Speaker 1: Overall, GA4 offers a range of features and improvements that can help you gain a deeper understanding of your audience and their behaviour, which can help you optimise your marketing strategies and improve your business outcomes. One of these features is enhanced user-centric data. GA4 provides a more user-centric approach to data collection, allowing you to follow interactions across multiple devices and platforms. For example, let's say you have an e-commerce website and you want to understand how users interact with your site and where they drop off in the purchase process. So with enhanced user-centric data in GA4, you can see a user's entire journey by tracking more types of user interactions on your site from when they first landed to when they made the purchase, including all the touch points they engage with along the way, based on your business goals. You can also segment your audience based on various attributes such as demographics, behaviours, interests and devices used, which can help you identify patterns and trends that can inform your marketing campaigns. For example, you may find that users who engage with your site on mobile devices are more likely to complete a purchase than those on desktop, and you can then adjust your ad targeting. In addition, GA4's machine learning capabilities can help you identify user behaviour patterns that you may not have been aware of, which can help you optimise your site and improve the user experience. You may discover that users who spend more time on your blog are more likely to convert, and you can adjust your content strategy accordingly. This can help you get a more complete view of your audience and their behaviour, which can help you create more targeted and effective marketing campaigns.