Google Analytics: The Sun Sets on Universal Analytics, Yet Some Data Lingers
The digital marketing world is witnessing a significant shift as Google officially replaces Universal Analytics (UA) with Google Analytics 4 (GA4). This change has been in the pipeline for some time, and Google has been urging marketers to make the transition to GA4 for over a year. However, the final curtain is now drawing on UA, marking a historic transitional moment in digital marketing.
The Gradual Sunset of Universal Analytics
The shutdown of UA is not an abrupt process. Instead, it’s being rolled out in stages, which explains why some data is still accessible. As of now, all UA properties are in a queue to be deleted, a process that will occur on a rolling basis. This means that some marketers may still be able to access certain data for a limited time.
The Dawn of Google Analytics 4
GA4 is the next-generation measurement solution from Google. It’s not just a replacement for UA; it’s a significant upgrade. Google has been advising marketers to migrate to GA4 to maintain their website measurement and track the performance of their websites and campaigns.
The Timeline of Transition
The shutdown of Universal Analytics is being rolled out in the following stages:
- March 2023: Google automatically created a GA4 property for marketers who didn’t opt out of the automatic property creation option. Where possible, existing site tags were used.
- July 2023: UA stops processing hits, including standard properties in accounts that also contain 360 properties. Marketers still have access to previously processed data in their UA property until July 2024.
- July 2024: All marketers, even those with 360 properties, will no longer have access to the UA user interface and API.
The Importance of Transitioning to GA4
The transition to GA4 is not just a suggestion; it’s a necessity. Advertisers now have no choice but to use GA4 if they want to track the performance of their websites and campaigns. Those who fail to make the switch will find themselves without the valuable insights that Google Analytics provides.
In conclusion, while the sun is setting on Universal Analytics, the dawn of Google Analytics 4 promises a new era of data-driven insights and marketing strategies. The transition may seem daunting, but the potential benefits of GA4 make it a worthwhile endeavor.