Google Analytics 4 is the next version of their leading website analytics platform, Universal Analytics. Aside from prioritizing privacy of web users, it’s simply much different than what digital marketers are used to navigating. Ben Yehle, senior analytics account manager, explains the must-know information for digital marketers, including: Changes in reporting, formatting, and defaults Less default granularity in events Expiration of user data and alternatives provided by Google

Ben addresses what to expect and how to adjust, giving you the edge in adopting Google Analytics 4.