Google recently stated that Universal Analytics, the old standard for Google Analytics reporting, will be phased out in favour of GA4 by the end of the year. Is your business prepared?
Universal Analytics properties will stop collecting new data on July 1, 2023, and GA4 will become the new standard. If your company has a Universal Analytics 360 property, the deadline has been pushed back until October 1, 2023. G4 Analytics is “the new standard” in today’s tough business climate, according to Google’s statement.
G4 Analytics, they say, can monitor a variety of data types, provides a powerful analytics experience that’s built for the future, and enables organisations to view unified customer journeys across their website and applications.
All of the foregoing appears to be driven by a shifting environment that necessitates less intrusive data collection methods. As a result, Google admits that their current method of tracking website visits throughout the internet is unsustainable in the long run.
However, Google isn’t merely discontinuing Universal Analytics support. They also intend to eliminate all access to Universal Analytics Properties. This won’t happen right away, but by 2024, you may no longer be able to access your old Google Analytics data on the platform.
It’s not time to worry just yet, but it is time to get moving. 2023 may seem far away, but this isn’t something you can put off until the last minute. Here are the three things you should do right now to ensure a seamless transition.
- Immediately create a GA4 property
The earlier you start working on your GA4 property, the better. The idea is to start recording data in that interface right now so you can interact with year-over-year data afterwards. - Make a copy of your event/goal tracking
Your existing Events and Goals are not immediately incorporated when you establish a new GA4 property. Take the time to rebuild them using GA4’s new tracking rules to ensure you’re tracking the online behaviours that matter most to you. - Create a Data Retention Strategy
With Google revealing that Universal Analytics may be phased down as early as 2024, you’ll need a strategy in place to avoid losing years of website data. Are you going to export all of the raw data? Will you replicate Universal Analytics widgets on your local system to make data easier to understand?
Google will provide additional data exporting instructions in the future, but initiating these conversations now will put you ahead of the game.
Familiarise yourself with the new GA4 platform after you’ve completed these initial steps. To take your data analysis to the next level, our team has you covered with some of the must-know aspects of GA4, or contact out to book a free consultation now!
