Oct 5, 2021
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How Google is Changing the Way We Measure Campaigns – Ken Williams

The tools that we have used for understanding how well our campaigns and traffic sources perform have not changed for over a decade: we all look at goals and the ratio of sessions that convert against those goals, and we compare the bounce rates of different traffic sources to understand which is driving the best quality users. But with Google Analytics 4, the team at Google is forcing us to reset the way we think about campaigns and traffic sources. They’ve done this by changing or completely removing many of the tools that we are familiar with and replacing them with new ones.
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