Universal Analytics Sunset: Switch to Google Analytics for Success

Universal Analytics, launched in 2012, is being sunsetted by Google in July 2023, marking the end of an era for web analytics.

The new Google Analytics 4 (GA4) property is the recommended replacement, offering more advanced features and better data collection.

Google will stop processing new data in Universal Analytics in July 2023, but existing data will still be available for analysis until July 2024.

Don't worry, you can still access your Universal Analytics data until July 2024, but it's time to start planning for a smooth transition to GA4 for future success.

Universal Analytics is going away, and it's happening sooner than you might think. All properties installed with the UA code will stop processing new hits on July 1, 2023.

Google is phasing out Universal Analytics to make way for Google Analytics 4, or GA4, which is a next-generation measurement solution. This change has been in the works for a while, but the quickly approaching sunset date is a surprise to many users.

UA is 10 years old, and GA4 has been around for nearly two years, so it's not entirely unexpected that Google would be moving on. However, the fact that users will have no choice but to migrate to GA4 by July 1, 2023, is a bit of a shock.

If you don't update to GA4, you'll lose access to Google Analytics features, and all your historical data will be lost unless you have a plan to migrate it to the new system. This is a big deal, especially if you've been collecting data for years.

The clock is ticking, and users will have no choice but to migrate to GA4 before losing months of crucial reporting data. Six months after UA's sunset date, UA properties and reports will no longer be visible in the Analytics interface.

Moving to Google Analytics 4 (GA4) offers several benefits over Universal Analytics. GA4 provides new data about traffic, which can be collected and used by marketing teams.

Having experience with GA4 for the past year, we know it's essential to be set up with GA4 for your website. This allows you to collect and learn from the new data, just like our clients did.

The benefits of GA4 include improved insights into user behavior and more accurate tracking of conversions.

Google Analytics 4 is the future of website analytics, and it's here to stay. All Analytics properties installed after October 2020 are automatically installed with GA4, so it's time to get familiar with its benefits.

Google is sunsetting Universal Analytics because GA4 was created to address the ever-changing Internet ecosystem and provide deeper insights across complex, multi-platform customer journeys. This change is necessary for maintaining user privacy.

One reason Universal Analytics is being phased out is that GA4's reporting capabilities are better suited for today's Internet user. This means you'll get more accurate and relevant data to inform your website decisions.

Google Analytics 4 is the way forward, and it's essential to get set up for your website. Last year, we helped our clients get GA4 set up, so they've been collecting the new data about their traffic and learning to use it for the past year or so.

GA4 offers many benefits over Universal Analytics, and one of the most significant advantages is its ability to provide more accurate and up-to-date data.

With GA4, you can expect to see a 25% increase in data freshness compared to Universal Analytics. This is because GA4 uses a more modern and efficient data processing system that can handle larger volumes of data in real-time.

One of the key benefits of GA4 is its ability to track user behavior across multiple platforms, including web, mobile, and even offline interactions. This provides a more complete picture of the customer journey and allows marketing teams to make more informed decisions.

GA4 also offers enhanced data modeling capabilities, which enable you to create custom data sets and models that are tailored to your specific business needs. This can be particularly useful for complex businesses with multiple product lines or services.

Google Analytics 4 offers improved data accuracy over Universal Analytics.

Event-based tracking in GA4 captures data based on interactions or events, providing a more precise measurement of user actions.

This model is a significant improvement over Universal Analytics, which focused on sessions and pageviews, often making it difficult to isolate specific user actions.

GA4's event-based model allows for detailed insights into specific behaviors within sessions.

With GA4, you can create custom events directly in the interface or through minimal adjustments in the tagging setup, no extensive coding required.

This simplifies the process of creating custom events, making it more flexible and accessible to analysts.

GA4 also includes built-in enhanced measurement events that automatically track interactions such as scrolls, outbound clicks, site search, video engagement, and file downloads.

This eliminates the need for manual setup, saving time and resources.

With the sunset of Universal Analytics, you'll be able to get a deeper and more cohesive view of customer journeys across websites, apps, and devices. This is a huge improvement over the fragmented measurement model of UA, which recorded sessions independently by platform.

The new Google Analytics 4 platform uses data streams to collect and analyze data from various touchpoints within a single property. This allows for a holistic analysis of user behaviors across platforms without needing to switch between different properties.

Google Analytics 4 (GA4) is a game-changer for businesses that want to track their customers across different platforms. It provides a more cohesive view of customer journeys across websites, apps, and devices. This is a major improvement over Universal Analytics (UA), which had a fragmented measurement model that recorded sessions independently by platform.

The measurement methodologies UA relied on are becoming increasingly obsolete. GA4 will help businesses stay ahead of the curve by providing a deeper understanding of customer behavior.

One of the key benefits of GA4 is its ability to collect and analyze data from various touchpoints within a single property. This means businesses can analyze user behavior across platforms without needing to switch between different properties.

With GA4, you'll have access to better features than what's currently on offer with UA. The new platform offers predictive analysis, AI, and machine learning, which will help businesses make more informed decisions.

Google is phasing out third-party cookies from Chrome by 2022, which has sent shockwaves through the digital marketing world.

The good news is that Google is not the first browser to stop supporting third-party cookies - Firefox and Safari have already done so, and they're not alone in prioritizing user privacy.

Protecting privacy, ensuring transparency, and building trust with consumers are the main reasons behind this shift away from cookies.

First-party cookies, however, will still work, so you can breathe a sigh of relief if you're relying on them for your online marketing efforts.

The following formats and channels are not affected by cookie industry changes:

Push notifications are also a form of opt-in marketing that can help you reach individuals via their devices and gather additional first-party marketing data.

You won't be able to access your Universal Analytics (UA) data starting the week of July 1, 2024, so it's essential to export it before then.

The deadline for exporting your UA data is the week of July 1, 2024, when access to your historical UA website traffic data will expire and be deleted.

There are two main approaches to exporting your UA data: simple and complex. The simple method is quick and easy, perfect for most nonprofits who want to capture key historical data in a user-friendly format.

To export your UA data, identify key reports that track website traffic sources, user behavior, and conversions most relevant to your organization's goals. Focus on reports like website traffic sources, user behavior, and conversions.

You can export reports in CSV, Excel (XLSX), or Google Sheets format. Consider cloud storage solutions like Google Drive or Dropbox for secure and accessible backups.

To organize your exported data, clearly label files with the report name, date range, and any relevant information.

Here are the simple steps to export your UA data:

You can also use the Google Analytics Reporting API, BigQuery, or the Google Sheets Add-On for Analytics to export your UA data.

Don't panic - the first step in preparing for the Universal Analytics sunset is to check if you're already using Google Analytics 4. If you installed Google Analytics after October 14, 2020, you're likely already using GA4 and don't need to do anything differently right now.

If you're still using Universal Analytics, it's time to set up a GA4 profile and conduct an audit of your dimensions and metrics. This will help you move your customizations over to GA4.

You should also consider using parallel tracking with both systems installed for richer data collection. This will ensure you're prepared with GA4 metrics similar to the ones you used with Universal Analytics.

Don't panic, the first thing you should do is check if you already have GA4 installed. If you installed Google Analytics after October 14, 2020, you're likely already using GA4.

If you're still using Universal Analytics, it's time to set up a GA4 profile. To begin the GA4 transition process, conduct an audit of all your dimensions and metrics you currently use.

You can use parallel tracking with both systems installed for richer data collection. This way, after Universal Analytics sunsets, you'll be prepared with GA4 metrics similar to the ones you used with UA.

It's recommended to start with GA4 if you're new to Google Analytics entirely. It will eventually replace Universal Analytics, so it's a good idea to get familiar with it now.

Be aware that Google Analytics 4 doesn't care about your historical data. It won't import past data at all, nor can you access historical data through it.

Google Analytics changes can be overwhelming, which is why having a trusted partner is essential. Marketwake's six-step GA4 migration process can make the transition to GA4 as seamless as possible.

We know it's easy to get lost in the details, but Marketwake is here to help you conduct a full UA audit. Our team will guide you through the process every step of the way.

With Marketwake's expertise, you can customize your GA4 metrics to suit your business needs. This means you can focus on what matters most - growing your business.

If you're feeling overwhelmed, don't worry, we've all been there. Marketwake is here to help you get started with your GA4 migration today.