Field Notes

Google Analytics [GA]

Google Analytics is Infantree’s preferred tool for tracking website traffic patterns, page views, engagement rates, and interface behavior flows.

GA4 vs Universal Analytics

Both are “versions” of GA. Universal Analytics was the version of GA for several years, but stopped tracking data after July 2, 2023. While similar, GA4 has a new interface and features. Infantree began alerting clients to this shift in spring 2022, with most switching to GA4 in a timely manner to start collecting helpful diagnostic data in the overlap.

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