In this episode, we unpack Google Analytics' recent news.

While the third-party cookie deprecation has been delayed, it's important to stay ahead of the curve. Learn how to migrate your data from UA to GA4, leverage new features like user-provided data, and prepare for a cookieless future.

Key Takeaways

• Google Analytics Universal Analytics (UA) property data collection has ended, but access to historical data will be discontinued soon (start of July). Back up your data now!
• Migrate your conversion goals and audiences from UA to GA4.
• GA4 offers new features including user provided data (UPD) for enhanced conversion measurement.
• Leverage audience export via the GA4 API for non-Google marketing efforts (test and scale carefully).
• Third-party cookie deprecation is still on the horizon, but the deadline has been extended to early 2025. This grace period is a great time to test and implement alternative measurement solutions.

Timestamps

• 00:02: Introduction and GA4 update news
• 01:03: Backing up UA data and data retention considerations
• 03:22: Migrating conversion goals and audiences from UA to GA4
• 07:20: User provided data (UPD) in GA4
• 12:13: Audience export via GA4 API
• 14:22: Third-party cookie deprecation update
• 16:23: Conclusion and call to action