Google has introduced new features for Analytics 360 properties, aimed at meeting diverse reporting needs of large enterprises and agencies. The updated analytics tool uses Google AI to provide more relevant insights, predict future purchasing behaviors, and offer solutions for unknowns in the consumer process. New data governance features include subproperties and roll-up properties, facilitating better access control and reporting. Google plans to integrate subproperties and roll-up properties with Display & Video 360, Campaign Manager 360, and Search Ads 360. The faster and more reliable export of GA4 data to BigQuery will be made possible by introducing a service legal agreement (SLA) to make insights available for export daily. Users are advised to complete the transition to GA4 by March 2024 to ensure they retain the necessary data. Failure to switch will result in the deletion of all Universal Analytics properties and data.