GA4 and What Marketers Need to Know Now

Since 2005 when Google Analytics (GA) originally acquired Urchin, there have been 4 core iterations of GA, with GA4 being the latest and greatest. Most marketers are familiar with Universal Analytics (UA, or GA3), which is the most popular version being used today. 

GA4 is a completely new property and data-collection model, with new backend and processing. It’s entirely separate from UA. 

To prepare for this new version, we’ll review the differences between UA and GA4, including what you need to do now to prepare.

Key takeaways:

• Comparison of Universal Analytics with GA4
• Benefits of Google Analytics 4 properties
• Steps to prepare for GA4 now

Speaker: Amin Shawki

VP of Client Services, InfoTrust

Amin Shawki is the VP of Client Services at InfoTrust, a digital analytics consulting and technology company. With offices around the world, InfoTrust helps organizations eliminate marketing waste and drive online revenue with analytics. Amin received his M.B.A. in Business Analytics from the University of Cincinnati College of Business. Shortly after, he led the international expansion of InfoTrust by opening their Dubai office. His global influence has guided some of the largest companies in the world through a digital transformation focusing on strategy, processes, complex architectures, and business change management.