Preparing Your Hotel for the Sunset of Google’s Universal Analytics

Tina Markowitz | July 20, 2022

By Tina Markowitz For hotel marketers, there’s a major shift afoot: the transition to Google Analytics 4 (GA4). The moment marks the beginning of an entirely new way to measure performance across websites and mobile devices, one that’s more private and adaptable. And yes: it really is that different! The transition is going to be difficult, as it’s not just the interface that’s changed. The entire product is evolving to keep up with our omnichannel times, focusing less on cookies and invasive trackers and more on holistic user journeys. Here’s a quick explainer on Google Analytics 4, and how your hotel needs to prepare. Itâ...