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On March 16th, 2022, Google Analytics shocked the marketing industry by announcing that Universal Analytics would stop processing hits in July 2023.
This didn’t go over so well.
Some marketers are unhappy with the user interface; others are frustrated that GA4 does not have key features.
Many are still in the denial phase – besides, isn’t it still in beta?
Let’s take a step back and answer the burning questions here:
- Why is this happening?
- What do these changes mean?
- What do I need to do right now?
Why Universal Analytics Is Updating To Google Analytics 4
Many marketers have built business processes around Universal Analytics and want to know why this change is happening.
So, I asked former Googler Krista Seiden, who helped build GA4 and is also the founder of KS Digital, “Why is this GA4 update happening?”
Seiden explained that GA4 has actually been in development for many years.
Originally, it came out as a public beta called App+Web, and in October 2020, it dropped the beta label and was rebranded as GA4.
“GA4 isn’t so much an update, but an entirely new way of doing analytics – set up to scale for the future, work in a cookieless world, and be a lot more privacy-conscious,” Seiden explained.
Google’s announcement blog was entitled,“Prepare for the...
Read Full Story: https://www.searchenginejournal.com/google-analytics-4-faqs/446167/
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