If you have to transition from Google Universal to GA4 and that requires a whole new implementation, then you should be considering other tools as well. So, what’s the difference? After spending years as an Adobe implementation expert and consultant, Sharon picked up the task of advising clients how to transition from GA Universal to GA4. She is uniquely positioned to compare and contrast the two and drops some significant knowledge on the best approach to implementation regardless of the tool you use. Spoiler alert: the focus is on long term data driven culture – not simply data collection