November 2022
Beginner to intermediate
339 pages
9h 16m
English
Content preview from Learning Google Analytics
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Preface
GA4 is the biggest evolution yet of the most popular digital marketing tool used on the web, Google Analytics. BuiltWith.com estimates that around 72% of the top 10,000 websites use Google Analytics, and all those websites will be looking at upgrading from the legacy Universal Analytics to GA4 in the next couple of years. Due to GA4’s new data model, the latest iteration of Google Analytics will not be compatible with its predecessors, unlike past upgrades such as from Urchin to Universal Analytics. The older systems will eventually be sunsetted, so it’s realistic to say that in a few years’ time GA4 could become the most popular analytics solution on the planet.
GA4 offers a new digital marketing paradigm: moving analytics tools beyond reporting what has happened toward influencing what will happen via data activation. Data activation is about making a positive effect on your website so you can see real business impact with your analytics. The trend for digital marketing over the last few years has been toward making faster decisions to help justify the cost of your website, app, or social media activity. As ecommerce booms, digital analytics have become more critical to ensure budgets are allocated correctly in a highly competitive arena.
Since GA4’s predecessors, Urchin and Universal Analytics, were launched in 2005, the internet has changed to incorporate mobile apps, IoT, machine learning, privacy initiatives, and new business models—all of which require an evolution ...
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