Think Measurement Bootcamp - Session 2 // Ready. Set. Grow.

Summary

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Takeaways

• 🚀 Google Analytics 4 (GA4) is highlighted as a major upgrade to Universal Analytics, built on a modern, privacy-first, AI-powered analytics platform designed for cross-device and cross-channel analysis.
• 💬 The transition from Universal Analytics to GA4 is necessitated by the evolving landscape of data privacy and the need for more advanced modeling capabilities beyond what the older platform could provide.
• 📱 GA4 incorporates AI at its core to offer better insights about customers, predictive analytics, and advanced analysis capabilities, including potential future integrations with generative AI and large language models.
• 🔒 The importance of consent mode is emphasized, enabling Google to use modeling to estimate conversions from users who have not provided consent, thus respecting user preferences across all Google platforms.
• 👥 Partnerships and collaboration with digital marketing agencies are vital for successfully navigating the privacy-first analytics transition, as demonstrated by the Fruugo and Croud case study.
• 🔥 There's an urgent call to action for businesses to migrate from Universal Analytics to GA4 before the platform deprecation date on July 1, 2024, to avoid losing access to historical data and functionality.
• 📌 Strategies for preserving historical data involve using BigQuery for the 360 version of the platform and various methods for the standard version, including API exports and CSV downloads.
• 📚 Regulatory changes and the end of third-party cookies in Chrome are identified as pivotal moments for privacy and data management, requiring marketers to adapt for compliance and transparency.
• 🛠 App advertisers are guided on steps to ensure their measurement strategies are compliant with regulations by collecting user consent and updating SDKs/APIs to pass consent signals to Google.
• 💡 The script concludes with a reminder of the importance of valid user consent, implementation of consent mode, migration to GA4, and updating APIs/SDKs for sharing audience data with Google.

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