Google Analytics 4 (also known as GA4) is the latest version of Google Analytics and is replacing Universal Analytics in July 2023.
If you have logged into your Google Analytics account you will have noticed the ‘nag’ banner if you haven’t already upgraded to GA4.
What is Universal Analytics?
Google Universal Analytics is a version of Google Analytics that was released in 2013. It introduced new features and improvements to the platform, including the ability to track user interactions across multiple devices and channels and to customise the data that is collected.
One of the key features of Google Universal Analytics is the use of a single, universal tracking code that can be implemented on any device or platform. This allows you to track user interactions across devices and channels using a single set of analytics tools.
Universal Analytics introduced the concept of custom dimensions and custom metrics. These allow you to track data that is specific to your business or website. This can be useful for gathering more detailed and personalised insights about your audience and their behaviour.
When is Universal Analytics ending ?
Google has said that the following will apply :
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Until July 1, 2023, you can continue to use and collect new data in your Universal Analytics properties.
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After July 1, 2023, you’ll be able to access your previously processed data in your Universal Analytics property for at least six months. We know your data is important to you, and we strongly encourage you to export your historical reports during this time.
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If you haven’t already created a new Google Analytics 4 property before early 2023, the Setup Assistant will create one for you. This new Google Analytics 4 property will have some of the same basic features, such as goals/conversions and Google Ads links, that you have in your corresponding Universal Analytics property. You can opt-out of this directly in the Setup Assistant or in the notification banner that will soon appear.
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In the coming months, we’ll provide a future date for when existing Universal Analytics properties will no longer be available. After this future date, you’ll no longer be able to see your Universal Analytics reports in the Analytics interface or access your Universal Analytics data via the API.
Why you should upgrade to GA4?
GA4 offers several new and improved features that can help you better understand your website’s traffic and user behaviour. Some of the key benefits of GA4 include:
- Enhanced data privacy: GA4 includes more robust data protection controls, which can be particularly important if you are handling sensitive user data.
- Improved cross-device and cross-platform measurement: GA4 allows you to see how users interact with your website and your business across devices and platforms, giving you a more complete picture of your audience.
- Enhanced event tracking: GA4 provides more detailed and flexible event tracking, allowing you to better understand how users interact with specific elements on your website.
- New machine learning-powered features: GA4 includes many new features that use machine learning to help you uncover insights and trends that you might have missed with previous versions of the software.
In a nutshell, upgrading to GA4 can give you a more comprehensive and accurate view of your website’s traffic and user behaviour, which can help you make more informed decisions about your online business.
Not sure how to upgrade to GA4 on your website?
Please get in touch and we’ll try to assist
