Google's Eleanor Stribling reveals GA4's roadmap: full-funnel measurement platform within a year, then evolving into an AI-powered business decision platform.

Google Analytics 4 (GA4) has been more than a migration; it is forever changing how both in-house and agency digital marketers use their analytics data to inform their campaigns and strategies.

Google Analytics now lets you compare up to five metrics side by side. New anomaly detection flags unusual data patterns automatically. Enhanced transaction reporting provides more detailed revenue ...