Data to Action: Using Web Analytics to Drive Results - Jeff Larson - SDS

Digital analytics is constantly changing, and Google’s recent introduction of Analytics 4 is one example of this change. Analytics 4, however, is not a straightforward upgrade of Universal Analytics—it represents a paradigm shift in website tracking and analysis. Jeff Larson provides an overview of both Analytics 4 and Universal Analytics, highlighting the strengths and capabilities of both platforms, while giving some suggestions about effective teaching of either platform.

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