Since July 1st, 2023, the world of web analytics has undergone a seismic shift—and if you're still reeling from the transition to Google Analytics 4, you're not alone. In this episode, we unpack what many are calling the 'Armageddon' of digital measurement. You'll hear why GA4 isn’t just a new version of an old tool, but a completely different ecosystem In human years, GA4 is still a toddler. But it is growing  rapidly and some are giving it a chance to mature.  Many marketers took their licks in the forced transitioning to GA4 and there are still some raw emotions about how this tool was rolled out. But our guest says that even though change is hard, he guest believes GA4 is the change we didn't know we needed.  Our guest grew up in the New York tri-state area, which gave him two passions. The first one is hockey and watching people grow up playing the game they love - he’s a lifelong Islanders fan. Working in Manhattan, he also worked a lot with numbers. Over time, he morphed from analyzing financial data to analyzing digital marketing, in tools like Google Analytics And  Adobe Analytics. He built this expertise at industries giants like American Express travel and entertainment’s NBC Universal. Wanting to use these skills without the constraints of being in a big corporation, he went independent and relocated to Las Vegas, where he now gives all kinds of companies insights into their analytics data.  Let’s go talk to Neil Shapiro. See Shownotes page for all people and products mentioned in the episode. 

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