Google Analytics 4 – Time for the next Analytics Generation

A guest post by Your Sidekicks AG.

With Google Analytics 4 (GA4), Google is creating a future-oriented solution to compensate for the ever-increasing effect of data protection measures. At the end of 2023, the old Universal Analytics features will be deleted. Find out how GA4 works, what the tool can do and how to find your way around.

​Summary – Why the change and what does it mean for you?

The world of data collection is changing. An ever-growing need for data protection and privacy online is leading to new data protection laws such as the GDPR in the EU and the new GDPR in Switzerland (from mid-2023).

Big players like Google, Apple, Meta and Microsoft are reacting to the growing need for anonymity with corresponding software updates, such as Apple’s iOS 14 update or ad blockers activated by default in browsers.

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