With Google sunsetting Universal Analytics on July 1, the time has come for e-commerce brands to begin the transition to its replacement: Google Analytics 4 (GA4).
While retailers still have a few months before the deadline, migrating to GA4 early allows brands to retain as much historical data as possible and take advantage of the new analytical capabilities. GA4 equips e-commerce brands with tools focused on user engagement, providing insights that can be used to improve the customer experience. Retailers that switch to GA4 now will be leveraging its powerful functionality ahead of their competition.
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