Google Analytics 4, is Google’s next-generation measurement solution, and it's replacing Universal Analytics. In just 10 months time, the standard properties will stop processing new hits, we take a look at what this change to GA4 means for you and how we can help. 

As per Google, Universal Analytics was built to work on websites and independent sessions, GA4 operates across both web and app, does not rely exclusively on cookies, and uses an event-based model to deliver user-centric measurement. GA4 represents the next generation of analytics, designed for the ever-evolving landscape of devices and user browsing habits.

The move to GA4 is quite straightforward, but if you don’t configure it correctly, you won’t be using it to its full potential, and likely won’t reap the benefits either. Whilst you can use it out of the box, it has a completely different interface and data collection model. There is also the opportunity to create custom dashboards and reporting, enabling you to access the data you need in the way that works best for you.
It’s important to note that GA4 will not contain any of your historical data, so it’s like starting from scratch. With this in mind we recommend running both Universal Analytics and a Google Analytics 4. This allows you to start capturing data in GA4, whilst benefiting from your historical data.

Given the differences between them, you should use this opportunity to evaluate your reporting and approach to how you measure data. 

When will Universal Analytics go away?

As per Google;

On 1st July 2023, just 15 months from now, all standard Universal Analytics properties will stop processing new hits (GA360 properties are being given a further 3 months). After this point you’ll be able to access your previously processed data in your Universal Analytics properties for at least six months. Google recommends exporting your historical records during this time.

  • Until July 1, 2023, you can continue to use and collect new data in your Universal Analytics properties.
  • After July 1, 2023, you'll be able to access your previously processed data in your Universal Analytics property for at least six months. We know your data is important to you, and we strongly encourage you to export your historical reports during this time.
  • In the coming months, we'll provide a future date for when existing Universal Analytics properties will no longer be available. After this future date, you'll no longer be able to see your Universal Analytics reports in the Analytics interface or access your Universal Analytics data via the API.


How we can help 

We can help you make the switch to GA4. This can be a standalone implementation, or we offer support plans to be used periodically to assess the data and suggest improvements.

Our 3 stage implementation process;

1. Audit

During this phase we will be looking at your existing set up. We’ll identify where there you might be missing opportunities and advise on what must be done in the short term vs long term goals. We also conduct stakeholder interviews to understand your requirements.

We’ll also identify how you want the reporting dashboard to be created, for example you may wish to use Data Studio, Power BI or something more bespoke.

2. Implementation

Next we’ll create a detailed plan around implementation and bring it to life. We’ll also ensure that either our development team or your own are advised on the correct implementation. 

3. Training

This is the fun part, showing you how to use it! We’ll make sure your team are fully trained to understand the reporting and how to act on it.


Interested to find out more? Get in touch