Google Analytics 4 was designed to help marketers understand user behavior in a world of restricted and blocked cookies.  This workshop will cover three topics that every Analyst should know about Google Analytics 4:

• What problems was Google Analytics 4 designed to solve with prior versions of Google Analytics?
• Implementation tips and tricks to make sure your data is collected and appearing properly in reports.
• How does Google Analytics 4 fit into the larger Google stack of products, and how will the role of an Analytics tool evolve in the coming years?