This week we speak with Chris Hirleman from Sleeping Giant Media about all things GA4 and how to make the switch from Universal Analytics. You'll have see a lot of talk about GA4 recently, but if you're wondering what it is and why you need to worry about it, or simply want some more information from an expert then this podcast is for you.  We talk about when you need to start thinking about it, why you need to start thinking about it, the main challenges and differences, the general reception, the biggest headaches, analytics in a cookieless world, Simo Ahava's enhanced ecommerce guide, top tips, a golden nugget and more...