Brands and marketers alike are going to need to calibrate how they look at the data—because those KPIs we all love are getting a shake-up as well.

Learn how to set up and use Google Analytics 4 within your Google Sites. Optimize site performance, gain insights and track user behavior.

The new Analytics adds AI-powered insights, tracks users across devices and provides more granular data controls.

One solution that has been receiving significant attention is to transform third-party cookies into first-party data with the help of the new GA4 server-side tracking.