Google Analytics 4 (GA4) has been more than a migration; it is forever changing how both in-house and agency digital marketers use their analytics data to inform their campaigns and strategies.

Event-based tracking. Event-based tracking with Google Analytics 4 reveals user behavior across websites and apps, providing better insights into customer journeys. Conversion and engagement. Key ...

Google’s new open-source tool lets AI models like Gemini access Google Analytics data through natural language queries. You can get answert questions like “What were my top products last month?” ...

Google is updating GA4 attribution models to fix paid search conversion tracking issues. This update will increase conversions attributed to paid search, impacting ad spend. Google recommends ...

Starting July 1, Universal Analytics will no longer collect data. B2B companies looking to track their web or app performance must use Google Analytics 4 (GA4). GA4 provides extensive capabilities for ...

Data analytics are constantly evolving and becoming ever more relevant in today's marketing. In my own experience helping companies across industries refine their digital marketing, I have seen how ...