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Why I Switched from Google Analytics to Amplitude (And What I’d Tell You Before You Do the Same)
Posted by
Douglas Adams on April 10th, 2026.
I used Google Analytics for years. Universal Analytics, then GA4 when Google forced the migration. Like most marketers, I accepted it as the default — free, ubiquitous, “good enough.” Then I actually tried to answer a simple question: which pages on my site lead to someone booking a call? GA4 made that surprisingly difficult....