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We had been expecting it for more than 2 and a half years when Google announced the arrival of Google Analytics 4 (GA).
The flexibility is there for something.
What does Russel Ketchum, Director, Product Management, Google Analytics tell us about this?
“In today’s measurement landscape, companies face new challenges in understanding their customers’ complex, cross-platform journeys, while prioritizing user privacy.”
Are we to understand that Universal Analytics’ measurement methodology focusing on independent sessions and observable data through cookies has become obsolete?
It seems to be Yes!!!
User privacy is a priority for businesses. Universal Analytics only offers a few privacy controls.
GA4 is designed with privacy according to Google.
Privacy is fundamental. Users care a lot about it.
We understand better the motivations of Google.
Users are certainly waiting for GA 4 to help them forget about this tool that the oldest among them have been using for over 16 years.
GA 4 focuses on the commercial objectives of these users.
GA 4 helps them increase sales, generate leads, connect online or offline customer engagement or boost app installs.
In the meantime, you have plenty of time to test GA 4 and train yourself before it’s gone.
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