What the rollout of Google Analytics 4 will mean for the future of web analytics

For our Data and Privacy Deep Dive, Gartner’s Lizzy Foo Kune spells out the implications of the impending takeover of Google Analytics 4. 
Marketers breathed a sigh of relief last week when Google announced that it will postpone sunsetting the current version of its web analytics product, Universal Analytics.
Why the relief? Most marketers aren’t prioritizing the migration to the new product, Google Analytics 4 (GA4), even though failing to migrate will resul