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Changes to Google Analytics – Vital Steps You Need to Action Now

Date: 25/10/2022

Estimated reading time: 2 minutes

Google has announced that Universal Analytics (UA) will officially retire and stop tracking your website activity as of July 1, 2023.

However, they have launched a brand new version of their analytics platform called GA4, that you will be able to use as an alternative to UA.

You may be wondering what this means for your business and website analytics, read on to find out what you’ll need to know…

Can I still collect data from my Google analytics account?

You will be able to continue to use and collect new data in your Universal Analytics properties, but only until July 1, 2023.

After July 1, 2023, you’ll only be able to access previously processed data for around six months. So we encourage you to export your historical reports during this time so that you don’t end up losing any important data once this gets deleted.

What is GA4?

GA4 is the fourth major release of Google Analytics and is the newest iteration of the free website tracking software.

GA4 was developed to better focus on customer privacy due to the recent implementation of privacy laws. It is the most advanced property out there as it allows privacy-first tracking, AI-driven predictive analytics, and cross-channel data measurement.

  • GA4 collects both website and app data to better understand the customer journey
  • It uses event-based data instead of session-based
  • Includes privacy controls such as cookieless measurement, and behavioural and conversion modelling
  • Predictive capabilities offer guidance without complex models
  • Direct integrations to media platforms help drive actions on your website or app
    Unlike Universal Analytics, a Google Analytics 4 property incorporates User ID natively across all reporting, analysis and insights and does not require a separate User-ID reporting view.

So what do I do now?

We recommend switching to GA4 as soon as possible. GA4 is such a big change from Universal Analytics, that it requires a new piece of code adding to your website.

To switch to GA4 you will need to set up a new GA4 property and add the new tracking code to your website. For help switching to the new GA4 property please get in touch or speak to your website designer.

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