The announcement that Google Universal Analytics will exit the market in Q3 of 2023 caused shockwaves in the marketing industry. For almost two decades, Universal Analytics has been a mainstay for measuring website and app engagement. In fact, Google Analytics currently holds more than 70% of the web analytics share. So, why the change? According to Google, “Universal Analytics was built for online measurement anchored in the desktop web, with independent sessions, and more easily observable data from cookies.” Today, as audiences consume content with multiple devices across multiple channels, and with increasing consumer privacy concerns and ever-changing data regulations, a new solution is required.

While change may be warranted, moving away from Universal Analytics will be a significant challenge. To help remove the angst and uncertainty from the shift to GA 4, Response Media is bringing together experts in the marketing and analytics fields to break down the change and make certain you understand what all of this means for your brand.

In this webinar, we’ll bring together industry experts to help us understand the following questions:

• Why is Universal Analytics going away and the implications for its sunsetting?
• What is GA 4 and how does it compare to Universal Analytics?
• What do you need to know to start planning to upgrade to GA4 and when should you transition?
• What are emerging best practices for implementing GA4 while Universal Analytics still exists?
• How can you effectively maintain data integrity during and after the transition?