Accuracy in digital analytics: What marketers need to know

Alan K'necht's latest column for Martech "Accuracy in digital analytics". A picture of a dartboard with 1 yellow dart near the bullseye. In this column K'necht explores the issues surrounding accuracy in digital analytics (web analytics), the reasons why they may not be 100% precise, but are still accurate. In it he demonstrates accuracy by comparing data from Google  Analytics 4 (GA4) to Shopify data.