Explore the evolution and applications of Google Analytics in this 41-minute podcast episode featuring Julian from MeasureSchool. Dive into the tool's history, from its acquisition by Google in 2005 to the current transition from Universal Analytics to Google Analytics 4. Learn about tracking tool challenges, customization options, privacy concerns, event tracking, and insights generation. Discover how Google Analytics compares to Google Ads, the role of AI in analytics, and the typical profile of a Google Analytics expert. Gain valuable knowledge about JSON tools and their importance in modern web analytics.