A couple of things are certain every election year: your favorite candidate will ignore the debate moderators, and your TV screen will be blitzed with more political ads than you thought possible. Are you ready for it?

As technology continues to evolve, we evolve! Google Analytics has been a staple for measuring website traffic, user behavior, and conversions in digital marketing and advertising. Google Analytics 4 (GA4), the latest update, brings substantial changes to how data is collected and analyzed, compared to its predecessor, Universal Analytics (UA). In this post, we will explore the differences between GA4 and UA and how this new update will affect digital marketing and advertising.