Google Analytics 4 (GA4)
As Google finally sunsets the standard version of Universal Analytics, migration to Google Analytics (GA4) becomes mandatory for all those who rely on Google to track website performance.
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Measuring customer acquisition cost: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: calculating marketing efficiency with CAC.
Google Analytics 4 introduces benchmarking data
You can now compare your performance across key metrics with industry peers, providing crucial context for strategic decision-making.
Steve Ganem, Product Director of Google Analytics, on what’s ahead for GA4
Now that Universal Analytics has ridden into the sunset, we talk to the Google exec about what's coming for GA4.
Google announces upcoming GA4 features
The company promises cross-channel reporting and budgeting, a dedicated AI engine and support for the Chrome Privacy Sandbox.
How to create and configure custom dimensions in GA4
Get more granular site analytics by creating custom dimensions in Google Analytics 4. Here's how to set them up through Google Tag Manager.
Time’s running out: Why major corporations haven’t completed GA4 migration
The UA 360 shutdown is weeks away. Here's why big companies still haven't wrapped up their transition and what you can learn from it.
How to archive your Universal Analytics historical data
Time is running out to save your Universal Analytics data. Follow these steps to archive historical analytics before the July 1 deadline.
Why the shift from ‘conversions’ to ‘key events’ in GA4 is a game-changer
Learn how this GA4 change lets you maximize marketing opportunities to measure and report on what matters most to your business.
The state of GA4, one year after the big migration
A look at what's better and what's worse about Google Analytics 4 a year after it officially kicked Universal Analytics to the side of the road.
Reminder – Google is turning off all Universal Analytics services and APIs
Google is urging those who have not yet fully migrated to Google Analytics 4 to do so as soon as possible to prevent potential data loss.
Marketing artificial intelligence (AI)
3 low-cost tools for data-driven marketing: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: how small businesses can launch their digital transformation.
Google Marketing Platform launches new API with enhanced capabilities
The new API allows marketers to move properties between standard and Analytics 360, providing flexibility for deeper insights.
Power up your marketing programs with Google Analytics 4
Incorporate a data strategy that will give you a complete view of your customers.
Google Analytics 4 can now be integrated with Salesforce Marketing Cloud
For the first time, integration is accessible to both GA4 standard and 360 properties.
3 ways GA4 is way better than UA
Universal Analytics is dead! Here are three reasons marketers should be saying, "Long live Google Analytics 4!"
The power of predictive analytics: Is the future now?
Learn how to leverage GA4's predictive metrics to forecast customer behavior and inform your marketing campaigns.
New GA4 features improve security and report accuracy
Marketers can now redact client-side text and exclude Google data signals from reports and explorations.
Separating fact from fiction: How real are the problems with GA4?
Russ Ketchum, product director of Google Analytics, addresses some of the complaints about GA4 and looks at what changes are coming.
Google apologizes for GA4 data migration confusion
The changes will impact anyone who did not manually opt out of automatically created GA4 properties.
Universal Analytics still processing data two months after ‘sunset’
UA accounts that are still processing data could be retired at any time, so Google still strongly advises only using GA4.
MarTech’s experts to follow: The lists so far
Who ya gonna call? These folks. From ABM to MOps, here are all the experts you must follow to know what's happening.
GA4 is still stressing out marketers: Here’s why
Despite a year's notice, a lot of companies put off the GA4 migration until the last minute. Now they're trying to understand how to use it.
MarTech’s GA4 experts to follow
If you're working with Google Analytics 4, you know it is both frustrating and useful. Here's our list of experts to follow for help with GA4.
How to use the UA 360 features available in GA4
Russ Ketchum, product director of Google Analytics, talks about the UA 360 which are now in Google Analytics 4.
How to create UA reports in GA4
Russ Ketchum, product director of Google Analytics, talks to us about how to create Universal Analytics-like reports in Google Analytics 4.
13 enterprise-capable GA4 alternatives
Google Analytics 4's mixed reviews may have you wondering what alternatives there are for large organizations. Start your research here.
Universal Analytics is still functional for most users
Almost two weeks after the supposed sunset of UA, the sky is still glowing red.
5 GA4 issues and why they’re a good thing
Critics argue that Google Analytics 4 falls short in many areas. What if these perceived flaws actually contribute to its improvement?
Marketers are having problems with the GA4 user interface
We explore some legitimate complaints marketers have about the new Google Analytics UI.
10 things you hate about Google Analytics 4
Many of you don't like Google Analytics 4 and in responses to our recent poll you told us exactly why.
Marketers roast Google Analytics 4
Unlucky for some? 13 of the funniest reactions to Google's now mandatory analytics solution.
Universal Analytics dies aged 11: ‘Be brave and be strong’
Heartbroken marketers around the world have been paying their respects after Google decided it was time for the world to say goodbye to UA.
The Universal Analytics shutdown has finally begun
Universal Analytics is officially replaced by Google Analytics 4 but Google has advised that it will be rolled out in stages which is why some data is still accessible.
Most of you have Google Analytics 4 set up but are still learning how to use it
Our poll shows that a majority of MarTech and Search Engine Land readers are ready to grapple with GA4
Early poll results: ‘Kicking and screaming’ about GA4
In less than a day we've gotten hundreds of responses to our question about Google Analytics 4 readiness. And, oh my, are there strong feelings.
15 low-cost alternatives to GA4
GA4 isn't the only sophisticated and inexpensive web analytics tool on the market. Here are 15 others you might want to consider.
Are you ready for Google Analytics 4? Have your say in our poll
GA4 is dividing marketers with many feeling reluctant to make the mandatory switch from Universal Analytics — now it's time to have your say.
How to decide if GA4 is right for you
Google Analytics 4 is a powerful, sophisticated tool. However, it may not be the right one for you. Here's a guide to determining that.
Days before UA sunset most sites still not using GA4
With days to go before Google turns off Universal Analytics, a majority of sites around the world and in the US are still using it.
Looker Studio releases GA4 connector update with 170 new fields
Looker rides to the rescue of the many marketers griping about GA4's lack of data. However, you have to refresh your data sources first.