Google Analytics is one of the most widely used web analytics tools, and it’s been around for more than a decade. But even with all its history, Google Analytics is still changing—and right now that means some big changes.
In this post I will cover the end of Universal Analytics’ product lifecycle and explain in brief, how you can make the switch today to Google Analytics 4 before the quickly approaching deadline.
What do you need to do?
If you’ve been using Analytics since before October 2020 it’s important that you take the time to make sure your analytics setup is prepared. While you will still retain the ability to read your existing data from the, now legacy, Universal Analytics properties, you will no longer be able to collect any new data after the 1st of July. You don’t want to lose any valuable insights so to make sure your data keeps coming in, you can use the GA4 set up wizard with the following steps in this link.
When Google announced the end of support for Universal Analytics, they cited changes is user behavior and privacy standards as the major driving forces. The change to Google Analytics however brings many benefits to data collection such as the “advanced analysis views” improving & being made available for free, having the ability to store app & website data in the same properties and like Universal Analytics, Analytics 4 will let you create audiences for ads but with the addition that it can be configured to generate an event automatically, which you can then mark those events as conversions.
This is an opportunity to make the most of your data and start reaping the benefits of Google Analytic 4’s enhanced features and with the end of the life cycle quickly approaching it’s important to act swiftly. You can go through the above steps to make this changes yourself or take contact if you prefer, our staff are happy to offer a one-on-one guidance session to help set up your new properties.