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If you have not moved to Google Analytics 4 (GA4) yet, now is the time before Google Analytics (Universal Analytics or UA) sunsets on July 1, 2023. By running GA4 parallel to UA now, you can prevent data losses and begin to take advantage of the added value GA4 will bring to your understanding of targeted prospects, customers and performance measurement overall.

GA4 is more powerful than UA, providing additional relevant data about why users are on your website and/or app.


  • Offers greater focus on the customer journey
  • Uses events instead of session-based data for deeper insights
  • Includes granular privacy controls
  • Offers capability guidance
  • Provides direct integrations to media platforms to help drive calls-to-action

For marketers, GA4 captures more audience data about user behaviors and the path to purchase. It shares data across different user devices and touchpoints, empowering you with more complete, more informed, data perspectives. GA4 also uses multiple attribution models, providing a more accurate view of marketing performance.

For data/analytics teams, the predictive functions of GA4, powered by machine learning algorithms, predict the number of leads the website will collect and convert.

And then there’s the peace of mind that comes from GA4. It has privacy controls that allow you to collect, use and activate data with cookieless features and more granular configuration.

GA4 isn’t just about analytics and measuring differently. It’s also about evolving to keep up with the Google Marketing Platform. Using GA4 will let you integrate your Google media and cross-channel goals with Google’s most progressive integration capabilities to measure performance.

If you have not already started the migration to GA4, now is the time to ramp up your understanding of GA4, pursue training or engage a digital partner. Developing a thoughtful migration plan that leverages the value GA4 will enable you to capitalize on GA4’s short- and long-term ROI.

Want to chat about GA4? Reach out at [email protected].



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