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ContentTECH Summit Schedule Viewer

Use the filters to identify the speakers and sessions that present solutions to your biggest content challenges and plan your personal ContentTECH Summit experience.

Note that times are listed in Pacific Time. All keynotes and breakout sessions will be available on demand after the event to All Access, Main Conference Plus (with on demand option), and On Demand passholders.

Goodbye Universal Analytics, Hello to the Future: Google Analytics 4

Michael Loban  (Chief Growth Officer, InfoTrust)

Location: Breakout Room 4- Catalina

Date: Thursday, June 2

Time: 10:30 am - 11:15 am

Pass Type: All Access, Main Conference Plus, Main Conference

Track : Content Operations

Session Type: Breakout Session

Vault Recording: TBD

Audience Level: All

Google Analytics 4 is the much-anticipated update within the Google Analytics (GA) product. With the proliferation of new platforms—like mobile apps and IoT devices—there is a *huge* influx of new data sources in analytics, and a need to both unify tracking and enable data science and artificial intelligence within GA. Until recently, web analytics remained distinct from app analytics or data collected on other platforms within the GA product. Michael Loban will explain how GA4 solves this challenge—and more—for marketers.


  • Key differences between Universal Analytics and Google Analytics 4
  • Why user-centric reporting and data collection are here to stay
  • How advertisers can leverage smarter insights to improve marketing decision-making and ROI