There’s a lot going on in the world of Google Analytics 4 right now, as July 1 continues to get closer.

Earlier this month, Google introduced a new, more flexible tag built to work seamlessly with GA4 and Google’s suite of ad platforms, including Google Ads.

Google might have indirectly acknowledged that advertisers have a lot to process when it recently announced that cookies will have a longer shelf life on Chrome than previously reported. 

This article will break down how paid search marketers need to approach the analytics shift:

• The philosophy.
• The differences and how to adjust.
• The timing for migrating.
• And a reporting workaround to replace some insights you’d otherwise lose in moving from UA to GA4.

Read the complete article here