Google Analytics 4 & Universal Analytics Deadline – Transfer Now

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Google Analytics 4 will be replacing Universal Analytics from 1st July 2023. Read on to see what this means for you, and what you need to do before this deadline.

Google Analytics 4 & Universal Analytics

Google Analytics is used worldwide by businesses to analyse performance metrics for their websites. However, due to privacy concerns and new user behaviours, Google has had to make a new solution. Thus, Google Analytics 4 (GA4) was born. It provides more in-depth tracking methods using both data and machine learning.

However, with a new layout, more measurements and a different way of reporting, many businesses are yet to make the change from UA to GA4. But this could cost businesses, as the deadline to move over is approaching – and it’s approaching fast.

What is Google Analytics 4?

GA4 is designed to keep up with the ever-changing digital marketing landscape, offering businesses a better way to track website performance. Some of the changes include:

  • Data driven attribution
  • GA4 Search Console integration
  • Better Google Ads integration
  • Easier cross domain tracking & multi-platform insights
  • Machine learning, which will provide conversion data when a journey cannot be determined
  • Larger focus on privacy for a cookie-less future

When is the Universal Analytics Deadline?

Universal Analytics will be deprecated on 1st July 2023 – meaning although you will still be able to view historical data for 6 months after this, you will not be able to track or view new hits. Although this date may feel like far away, we suggest starting the migration to Google Analytics 4 now, to allow you to get used to the new interface and to start collecting data.

Currently, you can have both UA and GA4 running simultaneously.

Migrating to Google Analytics 4

If you do not have an existing Google Analytics account, you can simply sign up and you will automatically be given a GA4 account. 

If you have an existing Universal Analytics account, follow the steps below:

  1. Select the UA property you’d like to migrate over.
  2. Select ‘GA4 Setup assistant’, and then ‘Get Started’ (under ‘I want to create a new Google Analytics 4 property’). If you’re using Google Tag Manager, you can allow data collection for your current tags. Find out more here.
  3. Select ‘Create Property’, and your GA4 property is created.
  4. Select ‘Setup Assistant’ from your GA4 Admin page to see the remaining steps.

Ballyhoo Help

If you are a Ballyhoo client, get in touch and we can manage the migration for you. If you are not a client but need assistance, please give us a call and our friendly team are more than happy to help! We are Google Partners, which means we are Google experts;  recognised for maximising campaign success for clients and driving client growth.

Headshot of Rebecca young new team member


Rebecca helps to keep the team organised and supports all of our clients with day to day activities and content. She also runs all of Ballyhoo's internal marketing.