Google has long been the market leader in website analytics, helping website owners and advertisers worldwide to understand who their customers are, what actions they are taking on their website, and how they got there in the first place. The value of this data to advertisers is extensive.
It has become a standard practice to see Google Analytics data showcasing the success or failures of advertising in reports. (Whether or not this is how most advertisers use it is another question!) Yet, in tech terms, Google Analytics is well past its sell-by date.
Built on a system from 2012, the way it stores data is slow; it has limited flexibility and assumes you will be able to track every website visitor, which isn't true in a privacy-first world. Enter Google Analytics 4 (GA4), the fourth and most substantial change to Google Analytics since its inception. GA4 has changed the rulebook for analytics and has a myriad of benefits which you can read about in detail across the internet, but to help you, we have broken down the salient points below: