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 […]

The Anatomy of a Hit: Behind GA4’s Event-Based Data Model

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 – Strategy Dos and Don’ts

google analytics implementation checklist strategy

This is the second piece in our GA4 Migration Checklist series, focusing on key aspects of the recommended Google Analytics implementation checklist. See our previous post to learn more about the essential steps of Phase 1 of GA4 implementation: auditing your UA setup and thorough implementation planning. Want an overview of the entire process? Download […]

UA vs. GA4: Campaign Tracking

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

Table of Contents UA vs. GA4: Campaign Tracking We’ve all come to rely on Universal Analytics for tracking the performance of our marketing campaigns. With the switch to Google Analytics 4, how has campaign tracking changed? A side-by-side comparison reveals that GA4’s scope is greater than UA’s, even though its offer of reports is limited: […]

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 users. If you’re a multi-platform enterprise, […]

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 […]

Migrating to GA4: UA to GA

migrating to ga4

Table of Contents Migrating to GA4: What you need to know Are you migrating to GA4? It is no trivial task getting ready to switch from Universal Analytics to Google Analytics 4. It’s not enough to rely on either the Upgrade Assistant or reworking the tracking code. The migration process is a project that requires […]

UA vs. GA4: Report Landscape

ua vs. ga4 reports

Table of Contents In the newest addition to our explanation of the differences between Universal Analytics and Google Analytics 4, we take a look at the two platforms’ Report Landscape. UA vs. GA4: Report Landscape Just by looking at the Navigation bar, users will notice some major differences between UA and GA4: In Universal Analytics, […]