Jul 12, 2023

Good morning, Marketer, perhaps it’s time for second thoughts

What if everything you’d heard about Google Analytics 4 was wrong? What if the things infuriating users — the UI, complexity and lack of customization, to name a few — actually make GA4 better?

Alan K’Necht says this is the case and that GA4 is forcing marketers to change their thinking for the better. It’s a compelling argument.

And, speaking of Google and web analytics systems, remember how they were going to turn off Universal Analytics’ data flow on July 1? Well, the spigot is still open and UA is still working for most users.

Constantine von Hoffman,
Managing Editor

Google Analytics 4 (GA4)

5 GA4 issues and why they’re a good thing

3-Google-Analytics-4-features-to-make-up-for-lost-data

Critics argue that Google Analytics 4 falls short in many areas. What if these perceived flaws actually contribute to its improvement?

Google Analytics 4 (GA4)

Universal Analytics is still functional for most users

Almost two weeks after the supposed sunset of UA, the sky is still glowing red.

Digital advertising

Basis announces integrations to boost digital out-of-home capabilities

Integrations with SSPs Vistar Media and Place Exchange will give Basis users enhanced access to OOH digital media.

Marketing artificial intelligence (AI)

How to use AI in digital advertising

Advertisers can benefit from AI-based efficiency tools in an ‘always on’ era.

AI webinar

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