Category: Analytics

Google Announces Universal Analytics Sunsetting Date

Google Announces Universal Analytics Sunsetting Date

Google has officially announced plans to sunset their popular Universal Analytics (UA) platform on July 1, 2023. GA360 properties will be given a three-month extension, and will stop processing hits on October 1, 2023. The previously processed data within your Universal Analytics properties will be accessible for at least six months; Google plans to “provide […]

Everything You Need To Know About UTM Campaign Tagging

Everything You Need To Know About UTM Campaign Tagging

*This is a guest post by Caitlin McCluskey-Fitch (She/Her), Senior Digital Analyst at Tinuiti     Have you ever looked in Google Analytics to see how a campaign performed and only been able to find data for the overall traffic source, not the specific campaign?   What Is UTM Campaign Tagging?   Using UTM parameters, […]

What is Google Analytics 4, and Why Should You Implement it ASAP? [Updated]

What is Google Analytics 4, and Why Should You Implement it ASAP? [Updated]

Google Analytics 4 (GA4) marks a major shift in thinking about how web and app properties are tracked. Formerly called “App + Web properties” in beta, Google Analytics 4—announced in October 2020—builds upon the foundation of cross-device unified measurement introduced in July 2019. March 2022 Update: Google announced that Universal Analytics will be sunset on […]

Bye, Bye Last Click… Enter: Data-Driven Attribution

Bye, Bye Last Click… Enter: Data-Driven Attribution

Google is saying goodbye to last-click attribution, but what does that mean for the future of measurement? What is the alternative for advertisers? All valid questions. But the first question we need to ask is, why are these changes happening in the first place?  Privacy has been the theme of 2021, and that theme will […]

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