Sean McKenna, Head of digital marketing at the Digital Marketing Institute, and Cathal Melinn, a digital marketing consultant and trainer, share insights on the challenges of transitioning to Google Analytics 4. They discuss custom reports, freeform analytics, predictive models, and the technicalities of integrating GA4 with e-commerce platforms. The podcast also covers GA4 setup options, forecasting models, and secret tips for maximizing GA4 features.