627 | Leveraging the New Tools in GA4 w/ Matt Holz

September 22, 2023

AIDigital MarketingGA4GoogleGoogle AnalyticsMatt HolzUA

Analyzing GA4 vs Universal Analytics

Matt Holz, VP of Product Strategy at FoundSM, has nearly 20 years of marketing strategy experience and has led B2B marketing teams for multiple large and small organizations. Prior to his role at FoundSM, Matt gained valuable insights into outsourced support for driving leads and revenue while working with Found Search Marketing as a client. He later moved into segment marketing, SaaS, and healthcare IT but was eventually impacted by the COVID-19 pandemic. As a result, he transitioned to the agency side and joined Found SM three years ago.  Matt joins the EDGE to share his unique perspective and specialized focus on Google Analytics 4. Matt and Erin explore the variances between GA4 and Universal Analytics and discuss how AI has the potential to revolutionize data reporting. Digital marketers, prepare yourselves! We’ve got the comprehensive guide on incorporating GA4 into your marketing strategy here on another episode of EDGE of the Web!

*BONUS* We’re giving away 40 FREE Brighton SEO tickets from now until November 2nd!!! Enter for your chance to win by going to

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Key Segments:

• [00:00:35] BrightonSEO US Free Tickets: Nov 9, 10 2023

  edgeofthewebradio.com/brightonseo

• [00:04:02] Introducing Matt Holz
• [00:04:56] Matt’s Industry Backstory
• [00:07:34] Transitioning to GA4
• [00:11:38] Why Did Google Analytics Make This Change?
• [00:14:30] What Additional Performance Will AI Bring To GA4?
• [00:16:22]

  EDGE of the Web Sponsor: Site Strategics

• [00:17:08] A New Outlook On Reporting Data
• [00:20:32] Paid Ads in GA4
• [00:26:58] What Signs Give Us Hope In GA4?
• [00:30:42]

  EDGE of the Web Sponsor: Wix

• [00:31:23] Challenges in Understanding GA4
• [00:34:03] GA4 Data Opposed to Universal Analytics

Show Reference Links

Connect with Matt Holz

LinkedIn: https://www.linkedin.com/company/found-search-marketing/

Website: https://www.foundsm.com/

Connect with Erin Sparks,

Host of EDGE of the Web and CEO of Site Strategics

Twitter / X: @erinsparks

LinkedIn: https://www.linkedin.com/in/erinsparks/

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