Google Analytics
All the latest news, tips and insights about Google Analytics and the forced migration to Google Analytics 4, starting July 1, 2023, from Search Engine Land.
You’ll find a variety of up-to-date and authoritative resources, including the latest news, tutorials and data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team, and subject matter experts from leading brands and agencies.
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R.I.P. UA – Search Engine Land property has stopped processing data
It's finally happened, 68 days later. Google Universal Analytics has stopped processing data for Search Engine Land.
Beyond Google Analytics: Solve the data problem with real-time strategies
This webinar teaches you how to gain access to superior insights compared to traditional tools like GA.
How to use Google Analytics 4: A complete guide
Looking to learn Google Analytics 4 for SEO? Here's a comprehensive walk-through with step-by-step instructions and best practices.
Universal Analytics still processing data two months after ‘sunset’
UA accounts that are still processing data could be retired at any time, so Google still strongly advises only using GA4.
Google sending notifications that UA has stopped processing data
These notifications come almost two months after July 1, the date when Google said UA properties must all migrate to Google Analytics 4.
Setting up event parameters in GA4: Everything you need to know
Learn how to set up event parameters in Google Analytics 4 for a deeper understanding of user actions and effective data interpretation.
How to get Universal Analytics-like insights in Google Analytics 4
GA4 requires you to think differently. Russ Ketchum, product director of Google Analytics, believes that's a good thing.
6 reasons your GA4 reports aren’t adding up
Navigate Google Analytics 4 with insights on metric disparities, UI alterations, data thresholds, and more.
11 GA4 training courses to help confused marketers
If you're feeling overwhelmed following the sunset of Universal Analytics, boost your confidence in GA4 with one of these courses.
Google Analytics 4 Reports get Match Types, including regex
Report Filters now support the Match Types 'begins with', 'exactly matches' and 'regrex', giving you more control over your reporting.
8 new Google Analytics 4 features to enhance app measurement and performance
The new AI-powered features were launched to help marketers better understand their audience and optimize campaigns more effectively.
Google Analytics launches new Audience report
Marketers can use the new GA report to identify their most engaged and profitable audiences.
Google’s attribution model shake-up: 3 solutions for advertisers
Learn how to adjust your ad measurement approach and understand user journeys without traditional attribution models.
GA4 audiences can now be used with third-party segments in Ad Manager
Marketers now have greater insights into their customer base and campaign engagement performance than ever before.
GA4 custom report builder adds 33 ecommerce dimensions, metrics
You can now create custom ecommerce reports or edit standard ecommerce reports using these new Google Analytics 4 dimensions and metrics.
5 Google Analytics 4 ‘flaws’ that you can use to your advantage
Many marketers believe GA4 falls short in many areas. But these perceived issues are actually positive improvements.
Universal Analytics still processing data for most after sunset
Almost two weeks after the supposed UA sunset, only a few advertisers are reporting changes to their Google accounts.
6 Google Analytics 4 alternatives that marketers are switching to
Fed up marketers have been trialing GA4 alternatives since the sunset of UA – here are their honest verdicts.
Comparing UA vs. GA4 metrics: Key differences you need to know
Learn key measurement differences between Universal Analytics and Google Analytics 4 and their implications for data analysis and reporting.
Why people hate the Google Analytics 4 user interface
Marketers have a lot of legit complaints about the GA4 UI. Here, we investigate the problems they've been experiencing.
Unicorn sightings: The people who love Google Analytics 4 and why
Not everyone is complaining about GA4 – in fact, some marketers love it so much, they think it's 'better' than Universal Analytics.
10 things we hate about Google Analytics 4
GA4 hasn't exactly been a hit with marketers so far, and the industry spoke up to tell us why in Search Engine Land's latest poll.
13 of the funniest reactions to GA4: The roast of Google Analytics 4
If you don't laugh, you'll cry, so check out some of the best reactions from marketers to the enforced switchover from UA to GA4.
Universal Analytics dies aged 11: ‘Be brave and be strong’
Heartbroken marketers around the world have been paying their respects after Google decided it was time for the world to say goodbye to UA.
Universal Analytics is officially replaced by Google Analytics 4
The UA shutdown has begun but Google has advised that it will be rolled out in stages which is why some data is still accessible.
GA4 readiness: 23% have fully adopted, 50% still learning, 16% yet to begin
Most Search Engine Land and MarTech readers are slouching toward the forced adoption of GA4 – and most marketers really don't like GA4.
From UA to GA4: Managing your reporting expectations
While GA4 offers many new reports and insights, those accustomed to using UA reporting for several years must adapt very quickly.
GA4 for B2B: How to track events and conversions
Learn how to track and set up B2B-specific events and conversions in Google Analytics 4 and Google Tag Manager.
Google recommends importing GA4 conversion data into Google Ads
Conversion data will help marketers better optimize bids, which could potentially result in improved performance of their campaigns.
15 Google Analytics 4 alternatives: Free and low-cost options
Looking for the best alternative to Google Analytics 4? Here are 15 web analytics platforms you may want to consider.
Are you ready for Google Analytics 4? Have your say in our poll
GA4 is dividing marketers with many feeling reluctant to make the mandatory switch from Universal Analytics – now it's time to have your say!
GA4 launches AMP support
Publishers can now monitor AMP performance on Google Analytics 4 in the same way as with Universal Analytics.
Is Google Analytics 4 right for you? What you need to consider
GA4 is a new system to learn. This guide will help you determine whether it is the best analytics option for you.
Google has removed attribution models in GA4
Marketers still using first-click, linear, time decay and position-based attribution models across Google Ads and GA4 will be impacted by the update.
GA4 gives marketers choice in Google Ads conversion credit eligibility
Advertisers can now identify which channel contributes to a conversion, helping them to better measure the impact of their campaigns.
Master CTV advertising: A guide to launching your best campaigns
In this webinar, get the scoop on a top advertiser's perfect CTV strategy.
Major Looker Studio GA4 connector update adds 170 new fields
You can create improved reports thanks to Looker Studio's latest update – but you'll have to refresh your GA4 data sources first.
7 ways to maximize landing page conversions
In this webinar, learn how to assess your pages and optimize them for success.
Google Analytics 4 audience builder gains six new dimensions and metrics
The new metrics include country, manual term, mobile device info, minute, new vs returning and session duration.
How to use GA4 to optimize your digital marketing strategy
Here's a framework for maximizing Google Analytics 4 to improve your digital marketing strategy.