The decision has been made. As of July 1, 2023, Google Universal Analytics will be a thing of the past. This version of Google Analytics will be succeeded by Google Analytics 4 (better known as GA4), which was launched in October 2020. The switch had been in the pipeline for some time due to the lack of functionality in the old analytics solution, but now it is being definitively replaced.
We have already implemented Google Analytics 4 for as many clients as possible. It’s important not to wait until after July 1, 2023, as all historical data will no longer be accessible. So, be proactive and transition all your accounts from Universal Analytics to the latest version of Google Analytics.
For years, Universal Analytics was Google’s go-to analytics solution. The tool accurately tracked and organized all visitors, clicks, and transactions on your website. Until July 1, 2023, Universal Analytics will continue to function as intended, but after that, it will stop completely. Universal Analytics will no longer receive new hits, meaning no more data collection will be available. Additionally, historical data will no longer be exportable after July 1, 2023, leading to significant data loss and forcing you to start from scratch with collecting relevant data.
This decision wasn’t made overnight. Universal Analytics has served as a reliable analytics solution for years. However, it has increasingly come under criticism for no longer meeting the needs and expectations of modern internet users in 2022. Data becomes more important every year, and the need for advanced tracking capabilities continues to grow. Website administrators are no longer satisfied with just numbers on website visitors. They want to know where visitors come from, how they arrive on the site, how they navigate toward conversions, and much more. With this in mind, Google Analytics 4 was launched, offering far greater capabilities to meet these modern demands.
The differences between Universal Analytics and Google Analytics 4 (GA4) are evident at first glance, starting with the interface, which is significantly different. Beyond that, there are several other distinctions, some of which we’ll highlight below.
The most notable difference between Universal Analytics and GA4 lies in the way data is measured. Universal Analytics primarily tracks sessions and pageviews on a website, while GA4 focuses on events. This means that sessions and pageviews, which were grouped together in Universal Analytics, are now tracked separately in GA4. By measuring events, GA4 provides much deeper insights into where a visitor comes from, making it far more precise.
We’ve written several blogs about privacy, and in 2022, we’re more aware than ever of how important it is. Perhaps it’s because so much is known about us. Google Analytics 4 addresses these concerns. One major change is that GA4 no longer stores IP addresses. Additionally, you can delete data from your website—something that wasn’t possible before. Cookies also play a much less decisive role in GA4. The tool is designed to store anonymous data even without relying on cookies.
A major complaint about Universal Analytics was its heavy focus on desktop websites. As the world becomes increasingly mobile, and many websites adopt a mobile-first strategy, this one-dimensional approach to tracking is no longer acceptable. GA4 resolves this by combining insights from both web and app data, ensuring that you don’t miss out on critical information.
If you’re reading this blog, chances are you haven’t switched yet. Our advice is simple: don’t wait too long. Universal Analytics will stop collecting data after July 1, 2023. While the data will still be accessible for six months after that, you will lose access entirely after that period, and the data will be permanently deleted. Make sure to download and save your reports in time. By switching to Google Analytics 4 today, you can start building data in the new format, making year-over-year comparisons easier in the future.
Do you want to migrate your existing data to Google Analytics 4 but lack the technical know-how? Contact us! We’ll ensure a seamless transition of all your data to GA4, so you won’t lose any valuable information.
