Introduction

As businesses continue to rely on data to make decisions, the role of data analysts will continue to evolve. Ensuring data trustworthiness and ethics will be the next major crisis for data teams, but by implementing data quality checks, data validation techniques, and data governance policies, they can address this challenge. Data teams will also need to focus on championing efficient data use and optimize their platforms for cost-savings, enabling scale and setting a standard for future efficiency within their respectable data platform.

A no-nonsense guide to properly migrate your Google Analytics UA (GA3) property to Google Analytics 4 before it’s official sunset date in July 2023. An important part of any migration from UA to GA4 is to throw your understanding of a Google Analytics session out the window.