Data Privacy on the rise: Part 2 – How does a CMP work?

In the first part of this series “Introduction and Risk Analysis“, we’ve provided you with an overview of which data protection regulations exist, which requirements you need to meet in order to collect data in compliance with the GDPR, and what the consequences are. In this part, we will address the question how a CMP […]

Digital Analytics Maturity: Roadmap to Success

In the digital age, businesses heavily rely on data-driven insights to make informed decisions. Digital analytics is the practice of analyzing digital data to gain insights and optimize business performance. However, not all businesses are created equal, and they do not all have the same level of digital analytics maturity. In this article, we will […]

Data Privacy on the rise: Part 1 – Introduction and Risk Analysis

Data Privacy on the Rise

Overview Since GDPR came into effect in 2018 in Europe, more and more countries have followed suit. The shift toward consumer data protection across the globe has resulted in CCPA, LGPD, and POPI, among others. According to DLA Piper, the following are already in effect or will be in effect shortly: As such regulations spread […]

GA4 Migration Checklist

GA4 Migration Checklist

Any switch between analytics tools is a long, labor-intensive process that typically takes several months to complete fully. And this particular migration from UA to GA4 comes with its own set of challenges.

UA vs. GA4: What GA4’s Engagement Rate is Telling You


Table of Contents What GA4’s Engagement Rate is Telling You Your engagement rate is one of the most important things to track when it comes to your business.  After all, the engagement rate will tell you almost everything you need to know about your users’ interests and behavior: what they’re looking for, what causes them […]

Understanding GA4: Interaction Hits vs. Event Hits

ga4 event-based data model

Table of Contents What defines an Interaction Hit versus an Event Hit? This might seem like a simple question – but it is vitally important when it comes to separating Google Analytics 4’s event-based data model from Universal Analytics’. Behind GA4’s Event-Based Data Model Universal Analytics (UA) recognizes seven separate hit types, i.e., types of […]

Google Analytics Implementation Checklist

google analytics implementation checklist strategy

Table of Contents Introduction After successfully completing the audit of your Universal Analytics setup, you are ready to take your migration project to the next level A top-to-bottom strategy should be the next step on your Google Analytics implementation checklist. This strategy will be different for each organization – there is no one-size-fits-all solution to […]

UA vs. GA4: Campaign Tracking

universal analytics 360 is going away in 2024 - start migrating to ga4 now to preserve your data

UA vs. GA4: Campaign Tracking UA (Universal Analytics) and GA4 (Google Analytics 4) are two versions of Google Analytics that differ in their approach to tracking user behavior across websites and applications. While UA uses cookies to track user activity, GA4 uses an event-based model that captures user interactions as events. In terms of campaign […]

Universal Analytics vs. Google Analytics 4: User Metrics

ga4 user metrics

As the number of digital shoppers rises, so too do the types of devices they use to browse and purchase. These different devices represent equally valuable points of access. It is not a trivial analytics challenge to deal with all these data streams and keep track of your unique. If you’re a multi-platform enterprise, this […]

GA4 Migration Checklist – Auditing and Planning

Prepare for the future with the help of e-CENS’s GA4 migration guide

In March, Google confirmed what experts in the web analytics space have been anticipating for some time now: Universal Analytics will be fully decommissioned by October 2023. After several years in beta, its successor, Google Analytics 4, will become the new default Google Analytics property. While it may feel like a race against time to […]