Digital Analytics in 2022 – Part 1: Getting to Know Google Analytics 4

The measurement community has been buzzing about Google’s latest iteration of its analytics platform, Google Analytics 4. An evolved version of its Universal Analytics predecessor, Google Analytics 4 (or GA4) carries over some recognizable reports and features. However, much of what has been familiar about Universal Analytics configuration and reporting has been replaced by an entirely new data model. Translation: the Google Analytics we all know and love is getting an upgrade.

In this session, we will get to know the core differences between Universal Analytics and GA4, conduct a walk-through of the GA4 interface to determine what it could mean for your measurement practices, and discuss the right time to “upgrade” to this evolved platform (Spoiler Alert: run Universal Analytics and Google Analytics 4 in parallel for now).

After this session, you'll be able to:

• Learn what an event-based data model is
• Know what the GA4 configuration/set-up process involves
• Make decisions on whether (1) you need to stop using your existing Google Analytics account and (2) if you can still create a new account with the older (Universal Analytics) version of Google Analytics
• Understand how GA4, Google Tag Manager and Google Data Studio can work in harmony

Who should attend?
This session is for both digital marketers who are responsible for measurement within their organizations as well as those with a desire to acquire a better understanding of digital measurement strategies, tactics and tools.