By Jon Martin

The new era of Google Analytics is on the horizon. Known as GA4, it isn’t just an upgrade but a fundamental shift in how GA records data and a change for marketers relying on marketing metrics, including how to approach reporting.

What can be done about it? It’s vital to understand the changes that GA4 will bring and adopt them early. Marketers need to act now to avoid losing the opportunity to collect data. The release of Universal Analytics (Google Analytics’ successor) next year is a good thing, trust me.

Universal Analytics (UA) is the name for the current version Read full story ›

Source: The Drum