Q&A with Russ Ketchum: Getting started with Google Analytics 4 - MarTech

We’re wrapping up our series on getting started with Google Analytics 4, with a Q&A with Russ Ketchum, director of Google Analytics. Here he talks about migrating from Universal Analytics and shares some GA4 power user moves.

MarTech: What is the most important thing to know about migrating from UA to GA4?

Russ Ketchum: GA4 is truly different from Universal Analytics at its core — and that’s intentional. Before Google Analytics, page views and sessions were unfamiliar concepts. And, even so, they worked great for website analytics. But the world has evolved. “The internet” isn’t a synonym for a desktop website. The internet is all around us and that’s the world that we’ve built GA4 to measure. Streams, events, partial data, behavioral modeling, and so on are the “page views and sessions” of today’s connected world.

We know that this is a big leap for many of our customers. With migration tools, educational content, videos, and more, we are working to be as helpful as possible for our customers during this transition.

MT: Power user moves for GA4?

RK: It’s a great question. I’ll highlight two; one that helps customers migrate a little easier and another which highlights a big improvement we made to GA4 based on customer feedback about Universal Analytics.

When a customer is migrating to GA4, one of the first things they need to consider is how to get the data they care about the most into the system. In Universal Analytics, the ability to measure events is somewhat...

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