Getting to Know Google Analytics 4

The measurement community is preparing for Google’s latest iteration of its analytics platform, Google Analytics 4. An evolved version of its Universal Analytics predecessor, Google Analytics (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 However, much of what has been familiar about Universal Analytics configuration and reporting has been replaced by an entirely new data model.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 manner in which we measure our campaigns, content performance and conversions is about to change. What's more, Google is planning to sunset Universal Analytics in favor of Google Analytics 4 by July 2023.

In this session led by Chris Sietsema of Teach to Fish Digital, 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 how to plan for a full transition.

After this session, you’ll be able to:

• Understand the core differences (and similarities) between Universal Analytics and Google Analytics 4
• Gain a clear understanding of an event-based data model
• Document necessary steps to prepare a new or revised Google Analytics 4 property
• Learn about what is involved to measure behaviors and gather metrics specific to your organization