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:
- Select the UA property you’d like to migrate over.
- 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.
- Select ‘Create Property’, and your GA4 property is created.
- Select ‘Setup Assistant’ from your GA4 Admin page to see the remaining steps.
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.