This session shares real-world lessons from implementing Google Analytics 4 (GA4) and integrating multi-channel data into BigQuery for an enterprise Retail Media Network. From navigating internal politics and shifting stakeholder landscapes to adapting to evolving requirements and re-scoping complex projects, this talk highlights the critical factors that can make or break large-scale analytics initiatives.

Mobile Apps are not the same as web, so why have we been measuring them as such? With the old GA Services SDK turning down for some users, it's time to look into how to use Google Analytics for Firebase to measure and action on your mobile app's data. Krista will walk you through the benefits and power of the tool, explain the differences in data model and implementation best practices, and tips for how to migrate.