The more GA4 implementations I am involved in, the more I hear that word. parity. Parity with my existing GA numbers, parity with my existing Adobe numbers…

I’ve been in the game of analytics long enough to know that when there are two analytics solutions in play, ‘side by side,’ what parity means is the numbers have to match.

Naive. Ignorant. Laughable. Sorry to be so direct. But it has been a day. There are SO many reasons why the numbers will never ‘match.’ That will have to be a rant for another day.

Suffice to say, save yourself a lot of time, grief and credibility-loss. Don’t compare the solutions, put the ‘like’ numbers in a spreadsheet and calculate the delta. Believe me. Just DON’T do it!

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