Google’s announcement of the transition to Google Analytics 4 (GA4) signifies a pivotal shift that requires attention and action from Universal Analytics users. Let’s explore what this means for businesses and how to navigate this transition effectively.
1. The end of Google Analytics
As many of you may know, Google Universal Analytics has long been a cornerstone for digital marketers and website owners, providing valuable insights into user behaviour and website performance. However, it’s important to note that Google has announced the end of Universal Analytics, and the focus is now shifting to Google Analytics 4 (GA4). All Universal Analytics users must understand the significance of the transition to GA4 and the steps needed to adapt to the new platform.
2. The Google Universal Analytics Shutdown timeline
The timeline for the end of Google Universal Analytics began on July 1, 2023, and the complete shutdown is scheduled for July 1, 2024. After the shutdown, there will be no access to Universal Analytics data. It underscores the urgency for all Universal Analytics users to prioritise the migration of their data to Google Analytics 4 (GA4) to ensure uninterrupted access to crucial insights and analytics capabilities.
3. Will Google Delete UA Data?
Yes. Goals, essential for tracking necessary actions on a website or app, may be affected, potentially impacting the ability to measure and optimise performance. E-commerce transactions, another crucial aspect for businesses, could also be affected, leading to potential difficulties in tracking and analysing sales data. Attribution projects, which are vital for understanding the effectiveness of marketing efforts, may need help if UA data is deleted. API requests and audience lists may also be affected, disrupting the seamless data flow and targeting capabilities. Therefore, Google’s potential deletion of UA data could have wide-ranging effects on digital marketing and analytics.
4. Do I need to export UA data?
Understanding the value of historical data in grasping traffic patterns and customer insights is crucial for businesses. When you export UA data, the historical data provides a wealth of information about user behaviour, trends, and preferences over time, allowing for identifying long-term patterns and evaluating the effectiveness of past marketing strategies. This historical understanding is why exporting UA data is not just a good idea, but a necessary step in ensuring a smooth transition to GA4.
As the Google Universal Analytics shutdown deadline approaches, all Universal Analytics users must export their data before the cutoff date. Google has provided a process for exporting historical data through BigQuery export or backfilling historical data from UA 360 properties.
For those using BigQuery, it’s essential to adhere to the deadlines for exporting historical data to ensure the preservation of valuable insights. Additionally, users with UA 360 properties should promptly backfill their historical data within the specified timeline.
5. How to export UA data
Various methods for exporting Google Universal Analytics data include manual exports, using Google Sheets, utilising BigQuery, and hiring an agency like Amire to make the transition smoother. With the range of services we provide, we have everything you need to make the Google Universal Analytics shutdown easy. Each method has its advantages and may be suitable depending on the specific requirements and constraints of the data export process.
6. How to migrate from Universal Analytics to GA4
Migrating from Universal Analytics to Google Analytics 4 (GA4) is not just a necessity, but also an opportunity for all website owners and digital marketers. Here are the steps to migrate:
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Set Up a New GA4 Property
Start by creating a new GA4 property in your Google Analytics account. This will allow you to collect data in the new GA4 format while maintaining your Universal Analytics setup.
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Install GA4 Code
Once the new GA4 property is set up, you must install the GA4 tracking code on your website. This can be done by adding the GA4 code snippet to all the pages of your website, similar to how you installed the Universal Analytics code.
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Review and Update Event Tracking
GA4 uses an event-based data model, so you’ll need to review and update your event tracking to align with GA4’s event structure. This may involve revising your tracking for page views, conversions, and other user interactions.
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Data Import
Consider importing historical data from your Universal Analytics property to your new GA4 property. This can provide continuity in your analytics data and preserve historical insights.
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Testing and Validation
Before fully committing to GA4, it is essential to test and validate the new setup thoroughly. Ensure that data is collected accurately and aligns with your expectations and previous Universal Analytics data.
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Educate Your Team
It’s important to educate your team about the changes and new features in GA4. This includes familiarising them with the updated interface, reports, and analysis tools available in GA4.
Check out some of the teams we’ve helped here.
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Parallel Tracking
During the migration period, consider running Universal Analytics and GA4 in parallel to ensure a seamless transition and compare data between the two properties.
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Optimise for GA4 Features
Take advantage of GA4’s new features and capabilities. Explore enhanced reporting, machine learning insights, and cross-device tracking to gain deeper insights into user behaviour and marketing performance.
Alternatively, why not let us make the transition to GA4 easy? Check out why you should choose Amire here.
7. The importance of migration
It’s not just crucial, it’s a matter of survival for all Universal Analytics users to understand the significance of transitioning to Google Analytics 4 (GA4) and the urgency of migrating before the total Google Universal Analytics shutdown on July 1, 2024. Failing to migrate could lead to losing access to valuable UA data and disrupt essential digital marketing and analytics aspects. Therefore, it’s not just imperative, it’s a must to prioritise the migration process, export historical data, and adapt to GA4 to ensure the preservation of crucial insights and the seamless continuation of data analysis and strategic decision-making.
Before fully committing to the transition to GA4, it’s essential to thoroughly test the new GA4 setup to ensure that data is being accurately collected and that the tracking is in line with your business objectives. Once everything is validated, you can confidently make the switch to Google Analytics 4, knowing that you’ve taken the necessary steps to preserve your historical data and set yourself up for success in the new analytics landscape. So, contact us and see how we can make this journey easier and more secure for you!
