GA4 is here, and it presents a significant paradigm shift in the way marketers are monitoring, optimizing, and reporting the performance of their digital properties and campaigns.

The cut-off date of July 1, 2023 may seem far away, but the migration to GA4 from Universal Analytics (UA) can turn out to be a complex, multi-step project! While a few enterprises have already completed the migration, most are amid the transition or have already started to lay the foundation for making the switch.

In this iQuanti Webinar in partnership with Search Engine Land, Shaubhik Ray (Sr. Director, Digital Analytics) provides insights on the key differences between GA4 and Universal Analytics and why does it matter? You will also gain a deeper understanding of the benefits of GA4, and a roadmap to a successful migration.

• Time to start planning and executing the migration to GA4 is now so that by Jun’23, there is at least one year of data available in the platform to do the historical comparisons.
• GA4 includes all the privacy features available in UA while anonymizing the user’s IP address by default.
• GA4 leverages Machine Learning capabilities for addressing data gaps, thus, improving the audience activation and solving measurement & attribution challenges.
• New Engagement and Predictive Metrics such as Purchase/Churn probability and revenue prediction can benefit marketers.