Have you completed your Google Analytics migration yet?

Last year Google announced it was sunsetting Universal Analytics (UA) on July 1, 2023, and replacing it with Google Analytics 4 (GA4).

If you’re already using Google Analytics, it is likely you’ve received numerous emails warning you about the change from UA to GA4.

And with that announcement many professionals who have used UA faced a choice. They can either learn analytics based on a completely different tracking logic or look for a new platform based on familiar patterns.

Moving to a new platform is much more than just implementation and it is vital to plan your migration properly. 

Not familiar with Google Analytics? Here is a quick rundown:

Google Analytics is a free web analytics service that offers basic analytical tools and statistics used for search engine optimization (SEO) and marketing. It is used for basic data analysis purposes such as tracking a website’s traffic, session duration, and bounce rate.

It therefore enables you to understand how your digital marketing efforts are performing. This can include search engine optimization, blogging, paid advertising, influencer marketing, affiliate marketing, and social media marketing.

One of the main benefits of using Google Analytics is that it is free, easy to set up, and widely supported. You can install it on your website by adding a simple code snippet, or by using a plugin or a platform that integrates with it.

So what’s the hubbub about GA4?

As of July 1, 2024, Google has announced that they will complete the final step in their changeover, and begin turning off all Universal Analytics services and Universal Analytics APIs; this will make Universal Analytics properties inaccessible through the Google Analytics dashboard.

Meaning? Anyone who hasn’t migrated over yet will lose all old analytics data, as well as the ability to access it. It also affects external product integrations as they will be unavailable when services have stopped. 

“For example:

• Universal Analytics goals and ecommerce transactions will stop measuring new conversions, including within linked advertising accounts. This may affect ad campaign performance if those conversions are used in combination with Smart Bidding.
• Audience lists will be closed, which may affect ad campaign media activation and performance.”

If you haven’t completely migrated to Google Analytics 4 properties, you can follow the migration guide to start making the switch today.

Not sure where to start? Fret not!

If you’re feeling overwhelmed, we offer a Google Analytics Setup service. Whether it’s your first time integrating analytics, or you simply need help migrating your data, we can help.