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Navigating the Transition to GA4

Episode 42 | Jul. 14, 2022

In this episode, guests Andrew and Nick chat with Gaia and Andreah about the marketing implications of the latest iteration of Google Analytics, GA4. Nick Iyengar is the VP of Analytics at Merkle | Cardinal Path, and Andrew Stark is a manager of the Technology Strategy team at Merkle.

Listen for these highlights:

  • Why is GA4 being launched now?
  • What are the benefits to starting your GA4 migration earlier?
  • Why should marketers build historical data with GA4?
  • How can Google Signals improve accuracy and identity resolution?
  • What’s the difference between observable and unobservable data with the model approach?
  • Why are CDPs (Customer Data Platforms) becoming leaders within the digital identity space?


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Episode Details


Manager, Customer Strategy
SEO Account Manager


Manager, Marketing Technology
VP of Analytics, Merkle | Cardinal Path

Episode Notes

Guests Nick Iyengar and Andrew Stark discuss how they’re helping their clients navigate the transition to GA4. The migration is no small undertaking, and these Merkle experts recommend giving yourself enough time and space to get it done.


  • GA4 has new capabilities for pain points – you don’t need to limit yourself to only recreating what you already had.
  • GA4 enables marketers to build their own identity graph.
  • Reliance on model data is here to stay, so you better get comfortable.
  • DCR (Digital Customer Recognition) can help you curate personalized experiences.
  • GA4 is still being improved upon each day, so look for updates from Google.

Episode Video