Do you know who is visiting your business website and when? What about how your customers find your site and engage with your web pages? If you don’t have Google Analytics, you probably don’t know!

Google Analytics 4 enables exporting audience and engagement data to BigQuery for deeper insights. Google Analytics 4 now allows exporting user data to BigQuery. The data includes audience membership, ...

Google's push into artificial intelligence keeps on growing, and 2025 brought a notable entry in the Data Science Agent.

Data analytics are constantly evolving and becoming ever more relevant in today's marketing. In my own experience helping companies across industries refine their digital marketing, I have seen how ...

Google is discontinuing Universal Analytics, its legacy web analytics platform. This is the final shift in the transition to Google Analytics 4 (GA4). Why it matters. Businesses that relied on ...

Liz Simmons is an education staff writer at Forbes Advisor. She has written about higher education and career development for various online publications since 2016. She earned a master’s degree in ...

Editor’s note: This is the third article in a four-part series that is part of a larger initiative the AICPA Auditing Standards Board (ASB) has undertaken to understand and support technology use in ...