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Google Analytics 4 updates include data-driven attribution, machine learning models to fill in measurement gaps and a Search Console integration

Google hasn’t said when it will deprecate Universal Analytics, but the updates and language in the announcement suggest that search marketers should prepare for the change.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Google Analytics 4 updates include data-driven attribution, machine learning models to fill in measurement gaps and a Search Console integration

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