| 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 | 