{"id":13730,"date":"2025-04-07T11:56:00","date_gmt":"2025-04-07T11:56:00","guid":{"rendered":"https:\/\/e-dialog.group\/news\/google-analytics-conference-the-single-source-of-truth-is-obsolete\/"},"modified":"2026-02-26T17:11:31","modified_gmt":"2026-02-26T17:11:31","slug":"google-analytics-conference-the-single-source-of-truth-is-obsolete","status":"publish","type":"news","link":"https:\/\/e-dialog.group\/en\/news\/google-analytics-conference-the-single-source-of-truth-is-obsolete\/","title":{"rendered":"Google Analytics Conference: The &#8220;Single Source of Truth&#8221; is Obsolete"},"content":{"rendered":"<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><aside id=\"aside-content-block_6c51c25216d71bac0a3dd0498986ea4a\" class=\"aside-content block block--aside-content\" data-title=\"\">\n  <div class=\"aside-content__content content\">\n                      <h2 class=\"content__hl\">Press Contact<\/h2>              <div class=\"content__text\"><p><strong>Please contact us for any inquiries:<\/strong><\/p>\n<\/div>\n            <a href=\"mailto:presse@e-dialog.group\" target=\"_self\" class=\"content__cta\">\n        Send inquiry\n      <\/a>              \n      <div class=\"content__team team-member\" itemscope itemtype=\"https:\/\/schema.org\/Person\">\n        <img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-300x300.png\" class=\"attachment-medium size-medium wp-post-image\" alt=\"\" itemprop=\"image\" loading=\"lazy\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-300x300.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-1024x1024.png 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-150x150.png 150w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-768x768.png 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-630x630.png 630w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-628x628.png 628w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny.png 1080w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\">\n        <div class=\"team-member__meta meta\">\n          <div class=\"meta__name\" itemprop=\"name\">Markus Widmer<\/div>\n          <div class=\"meta__position\" itemprop=\"jobTitle\">Marketing Director<\/div>\n        <\/div>\n      <\/div>\n                  <\/div>\n<\/aside>\n\n<div id=\"video-block_8815d9ff5d6b215e2b803ac401764a47\" class=\"video block block--video\" data-title=\"\" data-video-title=\"\">\n      <iframe loading=\"lazy\" width=\"315\" height=\"560\" src=\"https:\/\/www.youtube.com\/embed\/xqCUicd4p6s?si=0YI29Rp-WvF5Ti2G\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>  <\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><div id=\"basic-content-block_46f566518acf5ea2e4888f88d682d224\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h1>Google Analytics Conference: The &ldquo;Single Source of Truth&rdquo; is Obsolete<\/h1>\n<p><strong>Over 200 international measurement professionals in Vienna at the 14th Google Analytics Conference<\/strong><\/p>\n  <\/div>\n<\/div>\n\n<div id=\"image-fullscreen-block_0e63bc818b57269616f4334bbd7e5fc1\" class=\"image-fullscreen block block--image-fullscreen\" data-title=\"\">\n  <div class=\"image-fullscreen__content content\">\n    <img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1373\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/gacon-2025-nachbericht_processed.png\" class=\"content__img img img--desktop\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/gacon-2025-nachbericht_processed.png 2560w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/gacon-2025-nachbericht_processed-300x161.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/gacon-2025-nachbericht_processed-1024x549.png 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/gacon-2025-nachbericht_processed-768x412.png 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/gacon-2025-nachbericht_processed-1536x824.png 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/gacon-2025-nachbericht_processed-2048x1098.png 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\">      <\/div>\n<\/div>\n\n<div id=\"basic-content-block_e4c0ac2f5a7079f47ad8049e013802b1\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p><small>Photo credit: Katharina Schiffl<\/small><\/p>\n<p>Data-driven decisions are better for business &ndash; but only if the data is accurately collected and interpreted. The particular challenge: the data landscape is becoming increasingly fragmented. Those who want to gain insights across multiple advertising channels must not rely on a single source of truth.  <\/p>\n<p>This is a possible conclusion of the 14th Google Analytics Conference, which took place for the 14th time in Vienna on April 3rd &ndash; organized by the digital agency e-dialog. In the Apothekertrakt of Sch&ouml;nbrunn Palace, international experts from companies such as Google, Usercentrics, and e-dialog discussed the key topics of Analytics, Measurement, and Tracking on two stages. <\/p>\n<p>In his opening keynote, Stefano Menti, Senior Product Manager at Google in the USA, explained how Google Analytics 4 will deliver even more insights across the full customer journey with the help of AI in the future. Eric St. Gemme, Head of Data &amp; Measurement Retail at Google, called on companies in his closing keynote to embed learning from data directly into their goals. <\/p>\n<p>In a business panel, Markus Huber from refurbed, C&eacute;cile Felicitas Virnich from Messe D&uuml;sseldorf, and Emre Utma from BFI Vienna discussed the importance of directly collected data, i.e., first-party data, for measuring success today.<\/p>\n  <\/div>\n<\/div>\n\n<div id=\"basic-content-block_1f1b7e4a3bfdb2cba82f0b2a06e9c4d5\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p>Key insights from the conference:<\/p>\n<p><strong>Those who measure, win:<\/strong> Many companies do not fully exploit their potential in success measurement and data utilization. Studies show that companies with a good measurement setup grow faster. Support for a solid data strategy from top management is crucial.  <\/p>\n<p><strong>The &ldquo;Single Source of Truth&rdquo; is obsolete:<\/strong> The data landscape is becoming increasingly fragmented, and no single platform provides the whole truth. Marketing Mix Models (MMMs) are making a comeback as a statistical method for measuring success. Click-based attribution remains relevant, especially with AI-powered modeling. An intelligent interpretation of the MMM &ndash; Attribution &ndash; Experiment triangle is a better path to data truth.   <\/p>\n<p><strong>Closing data gaps:<\/strong> Standard tools with factory settings leave potential untapped. With technical and strategic expertise, gaps in the customer journey can be closed in a GDPR-compliant manner. Linking first-party data with other sources enables better conversion measurement.  <\/p>\n<p><strong>User experience is crucial:<\/strong> Measurability alone is not enough if the user experience on the company&rsquo;s platforms is impaired. Accessibility, data protection, and AI-generated personalized content play an important role. <\/p>\n<p>While overview topics for decision-makers in marketing were presented in the large hall of the Apothekertrakt, deep dives into tools such as Google Analytics, Google Tag Manager, and Google Ads took place in a smaller hall. After the conference, over 200 participants met for networking in the palace garden in excellent weather. <\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/drive.google.com\/drive\/folders\/1KDYi2cPptApBz0SeNl_EW9ykqlMTO1eJ?usp=sharing\">Press text and photos for download.<\/a><\/p>\n  <\/div>\n<\/div><\/div>\n<\/div>\n<div id=\"teaser-classic-block_76f1d9a82258999589c51efd39818fdb\" class=\"teaser-classic block block--teaser-classic\" data-title=\"\">\n  <div class=\"teaser-classic__content content\">\n    <div class=\"content__top top\">\n      <div class=\"top__info info\">\n                <h2 class=\"info__hl\">More News &amp; Updates<\/h2>      <\/div>\n          <\/div>\n    <div class=\"content__posts posts-teaser\">\n                      <div class=\"posts-teaser__post-teaser post-teaser post-teaser--logo\">\n                      <div class=\"post-teaser__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/GoogleAnalyticsConference%C2%A9JenniferFetz-0087_processed-300x200.jpg\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/GoogleAnalyticsConference&copy;JenniferFetz-0087_processed-300x200.jpg 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/GoogleAnalyticsConference&copy;JenniferFetz-0087_processed-1024x682.jpg 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/GoogleAnalyticsConference&copy;JenniferFetz-0087_processed-768x512.jpg 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/GoogleAnalyticsConference&copy;JenniferFetz-0087_processed-1536x1024.jpg 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/GoogleAnalyticsConference&copy;JenniferFetz-0087_processed-2048x1365.jpg 2048w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\">            <\/div>\n                                <div 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5.6967 1.75736L9.93934 6L5.6967 10.2426C5.40381 10.5355 5.40381 11.0104 5.6967 11.3033C5.98959 11.5962 6.46447 11.5962 6.75736 11.3033L11.5303 6.53033ZM1 6.75L11 6.75L11 5.25L1 5.25L1 6.75Z\"><\/path>\n            <\/svg>\n          <\/div>\n          <a href=\"https:\/\/e-dialog.group\/en\/news\/data-beats-opinion-15th-google-analytics-conference-showcases-the-ai-driven-future-of-performance-measurement\/\" aria-label=\"Data beats opinion: 15th Google Analytics Conference showcases the AI-driven future of performance measurement\"><\/a>\n        <\/div>\n                      <div class=\"posts-teaser__post-teaser post-teaser \">\n                      <div class=\"post-teaser__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"193\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-300x193.jpg\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-300x193.jpg 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-1024x659.jpg 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-768x494.jpg 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-1536x988.jpg 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305.jpg 1707w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\">            <\/div>\n                                          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