1 day, 13 hours, 59 minutes: That's the time left at the time of recording before Google pulls the data plug on Universal Analytics 3, replacing it with the much unloved and misunderstood Google Analytics 4. Many SEOs and other digital marketers, all of whom have been warned for the last 18 months are freaking out having hoped Google wasn't actually going to go through with the switch. Surprise, they will in approximately 1 day, 13 hours, and 58 from the time this sentence was spoken.

Joining Jim Hedger and Kristine Schachinger on Webcology today is Alan K'necht, owner of K'nechtology and one of the search marketing industry's expert's experts on analytics. Alan walks us through the changes between UA3 and GA4, pointing out similarities and differences search marketers should look for. This was a wildly interesting episode hosted the day before a significant milestone day in search history, the day Universal Analytics and the way it gathered user information, is being put out to pasture and replaced by something the sector dislikes but; as Alan points out, maybe you'll learn to like it.