GA4 seems like a step forward, but when you look under the hood you find a more limited API, integrations designed to create vendor lock-in and multiple black-box “features” for critical data like identity management.

In this webinar analytics experts will explain why companies are moving away from Google Analytics completely and building fully owned analytics they can trust in their own data cloud. Using modern data infrastructure tools like RudderStack, Snowflake and dbt, data teams can future-proof their analytics and provide every team with better data than ever before.