EP48: Shift To The Future With Machine Learning

Measure Better With Google Analytics 4 & Perform Better With Google Performance Max On July 1, 2023, Google Universal Analytics (UA) will stop processing new website data. That’s due to the introduction of Google Analytics 4 (GA4), a next-generation analytics tool powered by machine learning. What do marketers need to know about GA4? How does it track data differently? What role does it play in the martech stack? What is Google Performance Max? What’s common between Google Analytics 4 and Performance Max? Matz Lukmani, Product Lead at Google, answers questions about GA4 and Performance Max. He also shares how these tools can help marketers improve overall measurement, strategy, and performance. In Part 1, Matz focuses more on GA4. Listen to Part 2 to hear all about Performance Max. This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op. About Murtaza (Matz) Lukmani: Matz Lukmani (EMEA Product Lead, Performance Max & Attribution) based in London (UK) has been with google for +7 years working on products like Google Analytics 360, Google Ads, Search Ads 360, and Firebase Analytics. He currently leads Performance Max Campaigns and Attribution offerings within Google Ads, Search Ads 360, and Google Analytics in EMEA.