Andy Headington, CEO of digital marketing agency Adido, stressed that rather than an update, this was a complete overhaul of the system and businesses need to be prepared.
He advised smaller travel companies to look beyond the market leader.
“Google Analytics is what we’ve been using for over a decade. It’s all going to change over the next year. GA4 is a new tool to get to grips with,” said Headington.
"[by July 2023] the car you’ve been driving isn’t going to work and you’re going to have to get into a helicopter.”
