Our Thinking

March 28, 2023

Google Analytics 4: The Challenges and Benefits

Google Analytics 4 (GA4) is the new version of Google's popular analytics platform. It offers a number of new features and improvements over the previous version, Universal Analytics (UA). 

 The key benefits of GA4:

The key differences between Universal Analytics (UA) and Google Analytics 4 (GA4):

…and of course the challenges for marketers moving from Universal Analytics (UA) to Google Analytics 4 (GA4). We all have been used to a single platform as our source of truth for some many years:

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