GA4’s rollout reshaped analytics, but adoption challenges reveal gaps between Google’s promises and marketers’ reality.

Discover new time-saving and advanced-level features GA4 offers that UA didn’t, key resources you may have missed and more to fast-track your GA4 learning curve. The July 1 migration deadline for ...

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 ...

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 ...

“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 ...

Karen Stocks talks The Drum through the new Accelerated Mobile Pages integration with Google Analytics 4 and offers tips for making the switch to GA4 ahead of the July 1 migration deadline. Google's ...

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 ...

The forced migration to GA4 has companies concerned about the long-term costs, as GA4 requires a more formidable data analytics foundation. For years marketers everywhere have used the Google ...

Google issued an urgent warning to Universal Analytics 360 users, reminding them that they must migrate to Google Analytics 4 (GA4) and complete a historical data export before March. Why we care.

People might think of Universal Analytics (UA) or a similar name when they hear "Google Analytics," a popular web tool that's as in-depth as it is accessible on devices like tablets. What might not be ...