Google’s update to Universal Analytics (UA), renamed Google Analytics 4 (GA4) is going to help marketers to measure user activity in a cookieless world.
Harnessing the power of machine learning and advanced modelling, the platform is designed to provide insightful information on user behaviour and journeys.
While UA is still currently active, the countdown has already begun for marketers to start collecting useful data ahead of the full switchover to GA4 as early as next year.
Our Head of Digital Experience, Grant Collins shares how the industry can navigate the transition to GA4 in our latest news feature with Marketing Mag.
Read the full article here.