Google Analytics 4 migration
Written by Jamie Schelling
Digital Marketing & AI Automation
Has your company already done a Google Analytics 4 migration? The deadline is almost here. On 1 July 2023 Google Analytics UA stops. It is the end of a Google Analytics version that was used by a great many businesses. The successor is the renewed version called ‘Google Analytics 4’.
Why a Google Analytics 4 migration?
Many businesses have long relied on Google Analytics reports to measure the number of users and gain insight into website performance and the conversions linked to it. Based on that data, businesses, and marketers in particular, can make decisions about optimisations on the website or in online marketing channels.
Google has completely overhauled the data models on which Google Analytics 4 is built when compared with Google Analytics UA. It is therefore not possible to migrate the data from Universal Analytics to GA4.
The reason Google is making these changes has to do with privacy. With the introduction of the General Data Protection Regulation (GDPR) in 2018, businesses are being forced to do more about the privacy of users and how a company handled user data.
Outside the Netherlands too, the European Union is putting increasing pressure on the digital privacy of online channels. We are slowly moving towards a future without cookies that are placed within browsers and on devices after a visit. Google's aim, of course, is to keep enabling businesses to monitor user engagement, and it is making increasing use of AI and machine learning to do so. Because cookies are disappearing, there is increasing data loss within Google Analytics. With the new technologies, Google can make up for this loss.
From 1 July 2023, Google Analytics UA therefore stops measuring. Until 1 July 2024, users can continue to view historical data in Google Analytics UA. After that the data will disappear completely.
The disappearance of Google Analytics UA means that businesses will have to start using Google Analytics 4. There are other analytics tools too, but Google Analytics is still by far the most widely used tool. By using Google Analytics 4, new data is built up again, which creates historical data within the account. For now the data can also be compared alongside that of Google Analytics UA, but every business will eventually have to switch to analysing the data in Google Analytics 4.
What does the disappearance of Google Analytics UA mean for businesses?
Setting up Google Analytics 4
If you are a BE Digital client, we have already set up and configured your Google Analytics 4 account. We do this free of charge as part of our service. By setting up the correct configurations, filters and segments within Google Analytics 4, we ensure accurate collection of data that can be used immediately to analyse and improve the digital operation. It helps with optimising online marketing channels and content. In addition, this data can be used to evaluate product performance and other important conversion metrics.
Questions about Google Analytics 4 configuration?
BE Digital is a specialist in Google Analytics 4 and supports businesses in using this new system within the organisation. From setup to providing training, BE Digital can answer your questions about the transition from Google Analytics UA to Google Analytics 4 and everything that comes with it. We are happy to help your business move forward to become more data-driven and to use valuable Google Analytics 4 data in your company's sales and marketing strategy. Still have questions after reading this blog? Feel free to get in touch with us.
You can find more about our data and web analytics support on this page.