People might think of Universal Analytics (UA) or a similar name when they hear "Google Analytics," a popular web tool that's as in-depth as it is accessible on devices like tablets. What might not be ...

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Have you ever wondered how some apps seem to know exactly what their users want, delivering seamless experiences while driving growth and engagement? The secret often lies in data—specifically, how ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jessica Jacobs, global director of ...

Discover new time-saving and advanced-level features GA4 offers that UA didn’t, key resources you may have missed and more to fast-track your GA4 learning curve. The July 1 migration deadline for ...

With the sunsetting of Universal Analytics complete, Google can turn its development attention to features in the current analytics version, GA4. Its latest GA4 feature is a long-awaited feature, ...

On July 1st, 2023, our dear friend Universal Analytics (UA) crossed the rainbow bridge and joined their fellow departed friends Urchin and Classic Google Analytics. Read on as we reflect on the legacy ...

The forced migration to GA4 has companies concerned about the long-term costs, as GA4 requires a more formidable data analytics foundation. For years marketers everywhere have used the Google ...

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.

If you’re running a business that has a website, you need analytics. Knowing how people are finding and engaging with your website is golden information that you can build on. Understanding which ...

Google has started pulling the plug on Universal Analytics today, as GA4, the new standard, takes over. Universal Analytics has been in place for Google Analytics since 2012, with it acting as the ...