Universal Analytics, the Google Analytics so many marketers know, love, and rely on, is going away for good in 2023 with G4 replacing it. What does that mean? Instead of just basing performance measurement on desktop web, independent sessions, and cookies, G4 measures traffic and engagement across your websites and apps. The end result is:
A unified, more complete view of your customer lifecycle that isn’t fragmented by different platforms or individual sessions
Attribution across your entire customer journey, not just the last click in your Analytics data
New insights and predictions from Google’s machine learning, including behavioral and conversion modeling
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