How GA4 Works | Video

What is this video about?

2024 can be seen as an inflection point for marketers around the globe. The two key factors that have impacted marketers the most are the acceleration of AI and the diminishment of third-party cookies. So while marketers core role is staying the same, the way marketers approach marketing is evolving.

Users are now, more than ever, concerned how their information is collected and used, and because of this, complexities surrounding user behaviour is accelerating. While these are drastic changes, there is potential for new opportunities and growth in the marketing landscape.

With these factors in mind, GA4 has been developed to embody Google’s industry-leading approach to user privacy. Google Analytics 4 helps digital marketers to transition to cookieless measurement and activation. This is what “Collect”, the first episode of our GA4 Summit Series, explores.