Our emails contain links to external websites and I would like to capture the behavior/tracking data from those websites back into Marketing Cloud.
Reading through different posts and documentation, I figured that it can be accomplished via 2 methods -
Google Analytics 360 (GA360) integration .
Web Analytics configuration (by installing Collect Code)
I am wondering which one is recommended for what use case? Also, for Web Analytics, is Predictive Web/Email a mandatory requirement?