This week Dan and Dara discuss where they think the future of Google Analytics is heading. Spoiler alert - like it or not, it's all GA4.

The Google Analytics for Firebase upgrade to Google Analytics 4 has until the 15th February 2022 before data is deleted, and 17th January 2022 before new data stops being processed https://bit.ly/3CLTF2u.

Check out the announcement from Looker back in November 2021 stating they are rolling in the Data Studio team into their own https://bit.ly/3r6V2Fv.

Grab yourself a ticket to MeasureFest on 6th April 2022 and come see Dan do his talk on "the role of GA in the future MarTech stack" IRL https://bit.ly/3HaiHdE.

In other news, Dan and Dara top up on some TV!

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