Universal Analytics is being sunset, and everyone is rushing to migrate from UA to Google Analytics 4 (GA4). In this guide, we’ll help you migrate your custom events and walk you through how to set up ...

Stay up to date with the latest news, tips, and insights about Google Analytics on Search Engine Land, including strategies to optimize your use of Google Analytics 4 (GA4), which replaced Universal ...

Google is discontinuing Universal Analytics, its legacy web analytics platform. This is the final shift in the transition to Google Analytics 4 (GA4). Why it matters. Businesses that relied on ...