Google Analytics 4 – or GA4 for short – is being hailed as the dawning of a new era for monitoring and improving the performance of your company’s online presence. But what’s changing and how can you get ahead of the curve? Read on to find out…

It’s safe to say many businesses are under pressure at the moment. External challenges such as rising energy costs, pandemic recovery and talent shortages mean companies are starting to look at making cuts – and often one of the first things to go the marketing budget.