Universal Analytics stops in July 2023: moving on with Google Analytics 4
Written by Jamie Schelling
Digital Marketing & AI Automation
The end of Google Analytics Universal
Google has announced that from 1 July 2023 Universal Analytics will permanently make way for its successor: Google Analytics 4. This means the curtain will slowly fall on a system that has been in use since October 2012. The focus will now be entirely on the successor: Google Analytics 4, which has now been on the market for two and a half years.
Read on to find out what this means for you and how best to prepare for this next phase.
Getting started quickly with Google Analytics 4
Google Analytics 4 is an entirely new way of measuring. Both the method of data collection and the way of analysing will need to be adjusted when you make the switch. You cannot simply compare data from Universal Analytics with data from Google Analytics 4.
Have you not yet implemented Google Analytics 4? Or are only the standard measurements active? Then it is wise to start the full implementation of Google Analytics 4 as soon as possible. This way you can make sure your Google Analytics 4 property also contains historical data when Universal Analytics stops collecting data. It is also a good idea to take stock of which dashboards within your organisation currently use Universal Analytics data. Make sure you start converting your dashboards to Google Analytics 4 as a data source in time.
We advise you to take action now to make sure you are well prepared for the switch to Google Analytics 4. At BE Digital we would be happy to help you with this important switch.