What is Google Analytics 4?  Many may initially assume Google Analytics 4 is just another upgrade, but it is not. GA4 is a new version of Google Analytics based on a flexible event-based data model, built entirely around user journeys on your website or app. Universal Analytics is the current session-based data model centered on grouping user interactions through cookie-based sessions on your website. UA was meant for a desktop world, where there was only one device that ruled the data stage. With the way people use the internet and data today, Google created GA4 to accommodate multiple internet-accessing devices … Continue reading The Great Data Migration: Everything You Should Know Before You Set Up Google Analytics 4