Trends Report

Use The Google Analytics 4 Migration As An Opportunity To Evolve Your Digital Analytics Strategy

Understand The Strategic Implications Behind The Update To Google Analytics 4

May 5th, 2023
With contributors:
Oliwia Berdak , Stephanie Liu , Joe Stanhope , Emily Collins , Tina Moffett , Nicola Shorten , Sam Bartlett


Given the wide adoption of Google Analytics, it’s no surprise that the migration imposed by Google to the new version of the product, Google Analytics 4 (GA4), is making waves. Companies’ reactions vary; The more trained they are on the new product, the more positive, open to change, and deliberate they are in their choice to migrate. Crucially, companies must use this moment as an opportunity to evolve their digital analytics strategy. This report provides an overview of GA4 in the context of digital analytics trends and recommendations to help companies tackle the GA4 migration.

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