If you're a business owner who 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?
Use Google Marketing Platform.
Use Universal Analytics properties.
Use Firebase.
Use Google Analytics 4 properties.
Explanation
Analysis of Correct Answer(s) - Google Analytics 4 (GA4) properties is the correct choice because it is specifically designed for cross-platform measurement. GA4 utilizes a unified, event-based data model that allows you to collect and analyze data from both websites and mobile apps within a single property. This integrated approach is essential for understanding the complete user journey as users move between your web and app platforms, providing a holistic view of their behavior.
Analysis of Incorrect Options - Universal Analytics (UA) properties: This older version of Google Analytics used separate measurement models and property types for websites versus apps. It could not easily combine web and app data to analyze a unified user journey, which is the core requirement of the question. - Firebase: While the Firebase SDK is used to collect app data, Firebase by itself primarily focuses on the app ecosystem. To get a combined view of both app and web traffic for cross-platform journey analysis, you must use a GA4 property that integrates data from both sources. - Google Marketing Platform: This is a suite of advertising tools (like Search Ads 360 and Display & Video 360). While it integrates with Google Analytics, it is not the primary platform for analyzing on-site and in-app user behavior.