Google's core Analytics product has received a significant upgrade with the release of Google Analytics 4. What does it have to offer marketers, and how will it change the way we approach measurement and attribution?

Google Analytics has undergone a major evolution in recent weeks with the release of Google Analytics 4.

This version of Google’s core analytics product, which was previously available as a beta version called “App + Web”, introduces a slate of new capabilities while retiring some old ones in a bid to better represent user behaviour on the web today. Among the key changes are a shift away from web sessions towards an ‘event-driven’ model; the retirement of the old stalwart, bounce rate, in favour of something called engagement rate; and improved cross-device attribution.

The new Google Analytics is far from finalised, but marketers need to start familiarising themselves with its capabilities early if they want to get the most out of what it has to offer. I spoke to three data experts – George Harris, Chief Product Officer at Three Whiskey, Wesley Parker, Managing Director at DemandMore, and Ben Barrass, Group Head of Data at Centaur Media – about what they make of the new version of Analytics, and which changes will be the most significant for marketers.

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