The common take from seemingly all circles of digital marketing is that Google missed the mark with the release of Google Analytics 4. From clunky UI to data retention limits to reporting difficulties, everyone seems to have a complaint about GA4. However, with the proper setup and knowledge of how to make the platform work for you, it's actually a better tool than UA.

This presentation will dispel common myths about GA4 and give actionable tips for digital marketers to get more out of their data using GA4 - being a data scientist and having access to BigQuery are not required!

Actionable tactics you can apply after this session:

- Unlock the full power of GA4’s incredible event tracking so you can have better data to analyze

- Easily create a complex exploration that gives you more control over your data

- Navigate through GA4 effortlessly and never miss UA again