With the end of Universal Analytics (UA) on the horizon, it’s time for hoteliers to get serious about preparing for the shift to Google Analytics 4 (GA4). Beyond the new platform and interface, GA4 represents a monumental change for the hospitality industry that prioritizes holistic user journeys and omni-channel approaches over cookies and invasive trackers to measure performance across websites and mobile devices. To successfully make the switch, hotels need to set up a transition timeline, decide how and where to safely store existing data, and update the reports and dashboards they want to keep using.
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