https://searchengineland.com/what-digital-marketers-should-know-about-google-analytics-4-375863
I found this article to be extremely fascinating at the speed in which the digital marketing world is changing, which is essentially almost on a daily basis. What we may have learned in this class today may not even be relevant two weeks from now, which is exactly what the article discusses with the imminent change to Google Analytics 4 which is a completely new version of Google Analytics. While at the same time invigorating for those in the digital marketing space given the changing nature of the ecosystem (always having to stay on your toes), also extremely frustrating at the same time! I also found it interesting how Google Analytics 4 is providing a laundry list of features to ensure marketers are adhering to latest regulations around privacy (thereby making their jobs that much harder). Google is taking a giant step to transition the world into incomplete data where reliance is not as heavy on cookies which will be very interesting to see the ramifications such as the iOS 14 update as it reverberates across businesses (especially those very much tied to DTC).
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