Digital Analytics platforms have been around for about 15 years now, and in early 2020 they all basically share the same functionality and features. However, Google has been building an ace up their sleeve since 2004 that the others cannot replicate: 1.8 billion gmail accounts. With the integration between Google …

Google Analytics 4 (or GA4) is a completely new version of Google Analytics that uses Firebase Analytics on the backend. In this post I will explain the implications of that, but the overall benefit of GA4 is that it enables marketers to measure users interactions within mobile and single page apps, and it attempts to …