Why the shift from ‘conversions’ to ‘key events’ in GA4 is a game-changer
Martech
APRIL 18, 2024
UA reported what users did; GA4 generates predictive insights. But most executives are focused on business objectives like “raise brand awareness,” “generate leads” or “drive online sales.” Add merchandise to the shopping cart. UA used cookies; GA4 uses modeling to estimate key events. Well, it differs by organization.
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