Come July 2023, our Google Analytics accounts operating under the “Universal” tracking method will go dark and tracking will end. Google Analytics 4 will be the replacement and, all going well, we will enjoy and profit from the transition.
Measurement makes digital marketing work. Without it we’d be guessing, and that’s a poor strategy when money is on the line.
Early on in my 20 years as a digital marketer, my focus spanned three areas: measurement; email marketing; and a small search engine that was gaining some traction, Google.