Universal Analytics is going away. That's not secret anymore. What is talked about a lot less is why is it going away.
And why is Google Analytics 4 is such an important tool to take action on right now.
Earlier this year, our very own Mercer presented at Social Media Marketing World to help answer all these questions and more.
If you want to learn more about how to maximize your potential with Google Analytics 4, Google Tag Manager, Looker studio and more, join the Academy for Marketers.
Our team helps marketing organizations build data infrastructure they can actually trust. Tell us about your situation.
Get weekly measurement marketing insights delivered to your inbox.
No spam. Unsubscribe anytime.
Want more insights like this?
Join 22,000+ measurement marketers getting Jeff's weekly breakdown of what's working right now.
Is your marketing data holding you back?
Our team helps marketing orgs build data infrastructure they can trust.
One CASE statement and AI traffic gets its own row in every Data Studio report.
See what's inside →
Every AI platform sending traffic to your website — with GA4 source/medium values and referrer status.
See what's inside →
Find out in 2 minutes if your site is ready for server-side tracking.
See what's inside →
41 pages. Every click screenshotted. From creating your property to setting up events.
See what's inside →
49 pages of GTM implementations. Find what you need to track, follow the recipe, done.
See what's inside →
The 46 settings that separate profitable Meta campaigns from expensive ones.
See what's inside →
10 questions that tell you exactly where your Google Ads account is leaking money.
See what's inside →
Required for EEA traffic. The three consent types explained in plain English.
See what's inside →
GA4 deletes data after 14 months. BigQuery keeps it forever — and the link is free.
See what's inside →
Dimensions = "which." Metrics = "how much." 5 practical examples with screenshots.
See what's inside →
Build dashboards people actually open. 5 sections from audience to automation.
See what's inside →
99 services you could be selling right now. Some you've heard of, some you haven't.
See what's inside →
Connect Claude to your GA4 in 10 minutes. Step-by-step, no technical background needed.
See what's inside →
8-step guide to get real value from Clarity — beyond basic heatmaps.
See what's inside →