GA4 introduces 'key events' to replace conversions in behavioral analytics. Conversions will now be consistently defined across Google Ads and Analytics. GA4 is ...

Google today announced updates to Google Analytics 4 (GA4). The coming months will see improved cross-channel reporting and budgeting, AI-generated insights and some ...

Google is discontinuing Universal Analytics, its legacy web analytics platform. This is the final shift in the transition to Google Analytics 4 (GA4). Why it matters. Businesses that relied on ...