Two and a half years ago, in response to the continuously evolving standards for measuring data and metrics, Google introduced Google Analytics 4. It aims to help companies adapt to constant change and succeed in digital marketing. The new generation of web analytics responds primarily to tracking web visitors with respect to their privacy.
Back in March 2022, Google announced that Universal Analytics would end in 2023. Universal Analytics standard services will stop processing new server requests from the 1st of July 2023, whilst paid Universal Analytics 360 users have an extra year and their platform will expire on the 30th of June 2024.
Start your migration to Google Analytics 4
It’s important to start the migration process as early as possible to gather enough data for the transition over the coming months.
Google Analytics 4 offers flexibility to measure different types of data and provides a powerful analytics environment. You can track individual user journeys across sites and apps, utilise Google’s machine learning technology, and most importantly, GA4 is built to keep up with changing privacy regulations.
What are the main advantages of GA4? The new version of the tool enables reporting, remarketing and exporting cross-device conversions into ads.
Google’s migration materials
- GA4 migration playbook
- Video Google Analytics 4 Migration
- Video Google Analytics 4 Migration (e-commerce guide)
- UA to GA4 Migration Guide
- Comparison of Universal Analytics and GA4 metrics
How to transition to GA4?
Google itself recommends following these steps:
- Create a Google Analytics 4 property.
- Link with Google Ads (use the Google Ads link migration tool to recreate the Universal Analytics link or create new Google Ads links).
- Enable Google Signals (required for advanced remarketing and reporting).
- Create, manage and import GA4 conversion events as secondary.
- Migrate audiences from GA Universal.
Temporarily operate them simultaneously
Creating a GA4 account and linking it to Google Ads will not interfere with your current Universal Analytics settings and they can continue to run concurrently. You will make the full transition over the following months.
Need help migrating to Google Analytics 4?
Don’t lose important data during migration. Data makes campaigns and ads work and helps you acquire new customers. If you’re struggling with migration, get in touch and we’ll be happy to help.