Google Analytics 4 For Hotels

In April, Google announced that Google Analytics 4 (GA4) will replace Universal Analytics in July 2023. It wasn’t unexpected, in fact most hoteliers have been waiting for confirmation since the release of GA4 back in 2020. Universal Analytics has been a go-to resource for hotel marketers looking to evaluate their website and digital marketing performance for over a decade, so its retirement is a big deal. What does this change mean? And what do you need to do to prepare? Read on. 


Google Analytics 4 (or GA4) is the next evolution of Google’s popular web analytics service, an invaluable tool most, if not all hoteliers use to track website, app and marketing performance. As of July 1st, 2023, Google Analytics 4 will replace the previous iteration of the service, called Universal Analytics (or UA). 

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