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Marketing analytics expert Dana DiTomaso discusses transitioning to Google Analytics 4, the necessity of migrating from Universal Analytics, differences in engagement metrics, custom tags and audiences for marketing strategies, and the importance of tracking audience engagement and content consumption metrics.
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Quick takeaways
- Transition to GA4 by creating a new property with unique Measurement ID.
- GA4 enhances content tracking and user behavior insights.
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Setting up a GA4 Property
To transition to GA4 tracking, it is recommended to create a new GA4 property in Google Analytics by accessing the Admin section and selecting 'Create Property'. This process generates a unique Measurement ID, similar to the UA ID used for Universal Analytics, which should be integrated into Google Tag Manager or directly onto the website for data collection.
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