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1. Expansion of automated analytics for retail and cross-device tracking.
2. Introduction of Google Analytics 4, a new version based on machine learning.
3. More options for linking offline and online data.
4. Improved collaboration with other cloud-based tools for data analysis.
5. Enhanced attribution capabilities that allow companies to measure the impact of their advertising across multiple platforms.
6. Introduction of new reporting capabilities that enable companies to better understand their customer behavior.
7. Enhanced capabilities for creating custom reports to help businesses better respond to their unique needs.
8. Enhanced capabilities for using AI-based tools to simplify data analysis.
Google has announced that there will continue to be updates to Google Analytics to help businesses better understand and use their data.