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From conversion to key events: What in the world is going on with GA4? [Video]

Marketing Analytics and Reporting

If you’re feeling a bit bamboozled by the latest changes to Google Analytics, you’re not alone. Here, Beatrice Alabaster makes sense of the madness with the help of Earnest’s in-house GA4 expert, Ben Savva.

Confession: I might be a modern-day marketer, but I find the ins and outs of Google Analytics more than a little confusing. I know. Sue me, put me in the stocks and hang me out to dry.

But based on the conversations I have with clients, I know I’m not the only one suffering from this secret GA4 anxiety.

So when recent changes to GA4 got tongues wagging here at Earnest, I turned to our digital campaigns expert, Ben Savva, to help me make sense of it all.

GA4 in a nutshell

“In a nutshell, Google is continuing to streamline conversion tracking between GA4 and Google Ads, meaning that marketers will have a much better time with reporting”, Savva told me.

“The big thing in GA4 is …

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