The digital landscape has experienced a seismic shift with the recent sunset of the widely-used Google Universal Analytics (UA) in favor of Google Analytics 4 or GA4, introduced three years ago this month. As of July 1, Google stopped processing data through UA, creating a forced migration.

Marketers have had very strong reactions, complaining about the differences in the UI as well as features and functions that went away; some even held mock funerals. As businesses grapple with all this, users need to understand what this major change means for affiliate marketing and for data analytics in general. Ben Hardt, VP of business intelligence and innovation at X Agency, walks us through the implications of this new system from Google and the impact on marketers.

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