Brands and marketers alike are going to need to calibrate how they look at the data—because those KPIs we all love are getting a shake-up as well.

14.2 million websites have already adopted Google Analytics 4 (GA4). But why? Because Google calls it their next-generation measurement solution, as it moves beyond page views and sessions to show ...

The July 2023 sunsetting of Universal Analytics may feel inconvenient, and it will take some time and effort to transition to Google Analytics 4.

Connect your Google Analytics 4 to Google Ads accounts to create dynamic audiences, set conditions and drive PPC success.