Image: Andy Wolber/TechRepublic. When you connect Google Analytics 4 to a Google Site, you obtain a steady stream of information about how visitors behave when they visit your site. Analytics can ...

Google Analytics 4 collects quite a few metrics by default, but there are times when you need something other than the default. That is where custom metrics comes in. Screenshot from GA4, October 2022 ...

This is just a taste of the changes you will see in Google Analytics 4—a very small taste. In many ways, this is kind of like climbing into a new car that is full of fancy controls and settings.

Google has been warning website admins for quite some time that starting today, July 1, 2023, Universal Analytics (UA) would stop tracking new data. The shutdown was first announced in March 2022 .

Google will soon retire four rules-based attribution models in Google Ads and Google Analytics: First-click. Linear. Time decay. Position-based. Why we care.