Universal Analytics vs. Google Analytics 4: User Metrics

ua vs. ga4

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, […]

Your 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 […]