Google Analytics 4 offers advanced tracking capabilities with a focus on user-centric data, enabling more accurate insights into customer behavior across multiple platforms. Its event-based model allows for more flexible and detailed analysis, making it easier to understand the complete user journey.

Orbit Media Studios has published a new video ‘How accurate is GA4?’ featuring Andy Crestodina.

The Orbit Media team says, “Ever see strange things in your Analytics account? Missing data, anomalies, unexplainable spikes, gaps in the data. That’s because Google Analytics is inaccurate. But how inaccurate is it? To find out, we compared the form submissions in our database with the “key events” recorded in GA4. Looking at the difference, we can measure the gap and see by how much GA4 is underreporting conversions. In other words, we compared Analytics to a better source of truth.”

Orbit Media Studios

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