Google Analytics 4 Should Trigger Reorganizations & Agency Reviews - Search Engine Journal

Don't just wait for GA4 to be the catalyst for a reorg or agency review. Here's everything you need to know before it's too late.

By now, you may already know that GA4 operates across platforms, uses an event-based data model to deliver user-centric measurement, and does not rely exclusively on cookies.

And you recognize that GA4 uses machine learning to generate sophisticated predictive insights about user behavior and conversions, create new audiences of users likely to purchase or churn, and automatically surface critical insights to improve your marketing.

Heck, you may have already started to move to GA4 as soon as possible to build the necessary historical data before Universal Analytics (UA) stops processing new hits on July 1, 2023, and UA 360 stops new hit processing on Oct. 1, 2023.

Many people may mistakenly think they have a good bead on things.

Well, I was at Pubcon Las Vegas on Nov. 14, 2005, when Google announced that Urchin Software, which it had acquired in April of that year, was being renamed Google Analytics. Yep, I was in the room where it happened.

I was standing next to one of my clients, John Marshall, the CEO of ClickTracks Analytics, which offered a range of competing solutions that cost $495, $1,195, or $3,495.

That’s when we both heard that the basic version of Google Analytics was free for the first time.

So, I know a little something about the impact of new versions of Google’s web analytics service.

And, I’ve learned that you don’t need to...

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