Major changes are coming to Google Analytics as the company navigates higher consumer privacy standards and increasingly complex international privacy laws. For one, Universal Analytics (UA), the ...

Google Analytics 4 (GA4) has now become the defacto analytics tool for millions of users across the globe. Google has made several significant changes to GA4 since its initial release four years ago.

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jessica Jacobs, global director of ...

Change is hard. I get it. And functionality is important. I get that, too. For these reasons and more, Google Analytics 4 was a bit disappointing at first. On the surface, it just didn’t seem to have ...

On March 16th, 2022, Google Analytics shocked the marketing industry by announcing that Universal Analytics would stop processing hits in July 2023. This didn’t go over so well. Some marketers are ...

The data import feature is a much-needed upgrade for data management within Google Analytics. Analysts these days chase down data from untold number of sources and depend on visualization tools to ...

The digital landscape has experienced a seismic shift with the recent sunset of the widely-used Google Universal Analytics (UA) in favor of Google Analytics 4 or GA4, introduced three years ago this ...

Google has started pulling the plug on Universal Analytics today, as GA4, the new standard, takes over. Universal Analytics has been in place for Google Analytics since 2012, with it acting as the ...

Google is forcing the switch to Google Analytics 4, causing headaches for many marketers. Find out exactly what changes — good and bad — are in store. In case you haven't heard, a decision by the ...

Scott is Chief Revenue Officer at Adswerve. A long-time ad tech executive with previous experience at Microsoft, AOL, Google and more. Helping clients transition to Google Analytics 4 (GA4) is a top ...