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A controversial decision to many, Google has decided that it will sunset Universal Analytics in July 2023 in favour of the new version – GA4. This is quite a substantial change and it’s important you are across all of that this entails to maintain reporting accuracy moving forward. Here is what you need to know about GA4. GA4 is Google’s new innovation on their analytics platform with the intention of giving organisations a more complete understanding of their customers across all channels. UA is the previous generation analytics platform from Google, and GA4 is seen by Google as the upgrade. https://lnkd.in/euE-6qMN #GA4 #googleanalytics #searchmarketing