Google Analytics 4: Waiting Is No Longer an Option
by Lee Goldberg
Let’s face it: change is always hard. It typically requires time, resources, and effort. It will also generally include a learning curve, as well as paying off technical debt – particularly when it comes to web technologies and software. In the web analytics space, Google Analytics 4 (GA4) represents a major change to the class-leading tool that so many of us are familiar with.