Next year will mark the end of the existing Universal Analytics, as recently announced by Google. Universal Analytics properties will stop processing new hits on July 1, 2023, and Universal Analytics 360 properties will stop processing hits on October 1, 2023, giving marketers a tight deadline to migrate to Google Analytics 4.

What Does the Announcement Mean for Your Data?

After the cut off date, Universal Analytics will become read-only. This means that although you will still be able to access data, export it and make configuration changes, there will be no further data collection. 

Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies.  GA4 differs from its predecessor in that it operates across platforms, doesn’t rely on cookies and uses an event-based data model for measurement. It also does not store IP addresses, which can help brands stay on the right side of privacy regulations. Charles Farina, Head of Innovation at Adswerve, a Google Marketing, Analytics and Cloud partner, explains that Google’s decision is based on a “response to changing consumer data privacy preferences and evolving marketing strategies that no longer rely on third-party cookies.” (Econsultancy).

What do you need to do now?

1. Start using GA4 alongside Universal Analytics
2. Maximise 1st Party Data, but make the most of cookies while you can
3. Think strategically about what you need to measure
4. Consider training needs and unfamiliarity with the new system, for both clients and staff
   

1. Start Using Google Analytics 4 Alongside Universal Analytics

If you aren’t already using GA4, now is the time to start using it, but don’t abandon Universal Analytics straight away. Getting GA4 up and running promptly will allow you to gather as much historical data as possible for when Universal Analytics is sunsetted, while continuing to use Universal Analytics allows you to carry on viewing reports that are not currently available in GA4, such as organic landing page reports.

2. Maximise 1st Party Data, but Make the Most of Cookies While You Can 

For the best third-party cookie data, utilise Universal Analytics while you can, as GA4 will not allow you to collect this data. It is worth thinking about how you will maximise 1st party data in a cookieless world, from CRM integrations to website micro-conversions such as newsletter signups and content downloads to collect 1st party data. 

3. Think Strategically About What You Need to Measure

The move to GA4 is an ideal opportunity to remove tracking that is providing little or no value, making the data you gain more targeted and valuable. 

4. Consider Training Needs and Unfamiliarity With the New System, for Both Clients and Staff

GA4 looks, feels and behaves very differently from Universal Analytics, and uses different metrics. Not only is there likely to be a significant training and skills gap for those moving to the new platform, but a lot of potential scope for confusion when comparing metrics that work in slightly different ways between the old and new versions.

Getting Support With Google Analytics 4

Even though Universal Analytics is being sunsetted next year, we recommend our clients start to use GA4 as soon as possible to begin gathering historical data and year-on-year reports. If you need assistance in setting up GA4 to meet your needs, please get in touch and we will be happy to provide support and assistance.