I’ve heard from a lot of marketers and business owners who weren’t excited about the switch. Change is always hard, but I really think GA4 will be seen as a great update in a couple of years. For starters, it provides a ton more data and is more customizable—which means you can track what matters to you, not just what Google thinks might matter to you.

This guide walks you through everything you need to know about Google Analytics 4, how to make the switch if you haven’t already, and how to get started with the new platform.