Google Analytics 4 (GA4) has been more than a migration; it is forever changing how digital marketers use their analytics data. Knowing how to report, integrate, analyze, and activate data is critical to getting the best out of campaigns. GA4 is extremely different from its predecessor, Universal Analytics (UA).
GA4's improvements allow marketers to use the reporting platform in new ways, boosting user interactions and paid campaigns. Best-practices include confirming baseline data, linking Google Ads and GA4, integrating downstream data, and bridging historical data. GA4 also provides new reporting features and should be used to your advantage.
With machine-learning algorithms, GA4 gives sophisticated insights into future user behavior. It will make PPC marketing efforts easier and more efficient, allowing for data-driven decisions and better tracking for conversion events. These capabilities are important for the growth and success of online businesses.
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Google Analytics 4 and Paid Media: How to Get the Best Performance Out of GA4
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