Google Does It Again!

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