This week Dan and Dara discuss how the access to 'real' data in Google Analytics (UA and GA4) is becoming more limited due to technology and legislation changes. They think about what this means to people using analytics platforms like GA that are used to having access to all their data, and how this may change we use data in these platforms in the future.

The article from Google that inspired this is titled "How modeling technology enhances your analytics and prioritizes privacy" - https://bit.ly/3AkDJST.

The article from Google Ads announcing the move to DDA - https://bit.ly/3BkO0jh.

The GA4 help centre page on conversion modelling - https://bit.ly/3Afg4mx.

Dara refers to HyperLogLog++ as the methodology for UA to calculate Users, this is a page on the function in Standard SQL - https://bit.ly/3iBg8qQ.

Dan talks about GTM celebrating their 9th birthday, this is the original article releasing it to the world from Google back from 1st October 2012 - https://bit.ly/2Yoal0A.

In other news, Dan watches more TV and Dara visits the emerald isle!

Please leave a rating and review in the places one leaves ratings and reviews. If you want to join Dan and Dara on the podcast and talk about something in the analytics industry you have an opinion about (or just want to suggest a topic for them to chit-chat about), email them at [email protected] or find them on LinkedIn and drop them a message.

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