As of July 1, 2023, Universal Analytics will no longer accept new data. If you currently use Universal Analytics, it is recommended that you transition to using Google Analytics 4.

Here is a summary of the timeline for sunsetting Universal Analytics

• You can continue to use Universal Analytics and collect data until July 1, 2023.
• After that date, you will still be able to access your previously collected data for at least six months, and it is recommended that you export your historical reports during this time.
• If you haven’t already created a Google Analytics 4 property before early 2023, one will be created for you with similar features to your Universal Analytics property.
• In the future, a date will be provided for when Universal Analytics will no longer be available and you will no longer be able to access the reports or data via the API.

What is GA4?

GA4, also known as Google Analytics 4, is the latest version of Google Analytics. It offers a more powerful and flexible way to track and analyze user behavior on your website or mobile app. GA4 introduces new features such as enhanced data privacy, cross-device tracking, and machine learning capabilities that provide more accurate and actionable insights.

What are the benefits?

Enhanced Data Privacy: GA4 gives you more control over how your data is collected and used, allowing you to comply with privacy regulations such as GDPR and CCPA. Cross-Device Tracking: GA4 can automatically link user behavior across different devices, providing a more complete picture of your users' journeys. Machine Learning Capabilities: GA4 uses machine learning to automatically identify patterns and insights in your data, making it easier to understand and act on your users' behavior. Improved User Experience: GA4’s new user interface is designed to be more intuitive and user-friendly, making it easier for you to navigate and extract insights from your data.

When does Universal Analytics stop working?

Google has announced that Universal Analytics will continue to work indefinitely, but they recommend that all businesses switch to GA4 as soon as possible to take advantage of its improved features and capabilities.

How to migrate?

1. Create a new GA4 property in your Google Analytics account.
2. Create a GA4 data stream for your website or mobile app.
3. Set up GA4 measurement for your website or mobile app by installing the GA4 tracking code.
4. Test your GA4 tracking code to ensure it’s working properly.
5. Verify your data import is successful, and your GA4 property is receiving data.
6. Use GA4 reports to analyse your data, and set up any custom reports or segments you need.

Migrating to GA4 is a great opportunity to rethink your analytics strategy to ensure you are making the most of your digital measurement. Get in touch to find out how we can help.