Google Product Manager Kevin Lam covers the ins and outs of data collection for Google Analytics 4, including topics such as setting up tagging, working with the data schema, and updating admin data settings to fit your needs. 0:06 Welcome 1:07 Agenda 1:55 Basics Introduction 3:09 What is Tagging 8:27 Tagging with Google Tag Manager 11:44 App Tagging 13:39 Event Modification & Creation 16:09 Schema Management 18:44 Ecommerce Example 20:50 Cross-Platform Measurement 23:46 Data Controls & Settings 25:14 Additional Admin Features 27:18 Closing & Takeaways