My guest on this week’s episode of Suds & Search is Luke Carthy. Luke is an in-demand conference presenter, a must-read blogger, and one of the leading experts in the world on eCommerce SEO and CRO.

I spoke to Luke shortly after his presentation at YoastCon about GA4. I struggle to think of a topic that stirs up emotions quite like GA4. Digital marketers have been frustrated, they’ve been confused, some have been in denial, but the time has finally come. Universal Analytics is no more as of July 1.

Luke is the perfect guest to discuss one of the biggest changes to our industry in my career. He’ll reframe how I’ve been thinking about this change. He’ll have some real-life examples of how he’s gleaning information out of GA4. He’ll also explain what not to do (hint: don’t auto-migrate to GA4).

Grab something cold to drink and join me for a conversation with Luke Carthy. We’ll talk about how UA is like Gousto whereas GA4 is more like the supermarket, we’ll talk a little bit about how to make GA4 more useful for marketers, and we’ll spend some time chatting about how of all the Google rebrands, Looker studio was the worst.