Happy Trails Google Analytics. Hello GA4!?!

Conversion Modelling may save your digital sales in this new G4 Cookieless world.

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Yes, that’s right. On March 16th, 2022, Google announced that it’s relatively brand new Google Analytics 4 (GA4) is the new default standard (choosing to sunset Google’s Universal Analytics). So UA is going bye-bye for good as of summer 2023. So after an uncomfortable silence, you might be thinking, “How am I going to track my conversions without Universal Analytics? How can I track sales and conversion in a world without cookies?”.

Meaningful conversions and ad interaction tracking are fundamental for marketers to measure their return on investment. However, as the digital world matures and privacy becomes increasingly important for users, fundament changes were needed to balance privacy and ad relevance.

The days of the simple installation of tracking cookies are over. Despite the success of cookies, it was clear to many that tracking technologies’ ability to gather personal data was too intrusive. Google’s response, GA 4. A new and unique way to leverage big data to predict granular insights and audience behaviour.