For many businesses, Google Analytics has been a critical tool in measuring and analysing website traffic, user behaviour, and marketing performance. However, with the impending sunset of Universal Analytics (UA), businesses need to prepare for the transition to the newer Google Analytics 4 (GA4) platform. With only 99 days (and counting) left until UA is officially retired, it's time to start planning for the future of your business's analytics if you haven't started.
What does this mean for businesses?
If your business still relies on Universal Analytics, you may wonder what the sunset means.
- First and foremost - it means that Google will no longer support the platform after the deadline of July 1st, 2023. This means no more updates or bug fixes for the platform.
- Second - it means that you will miss out on the benefits of GA4, including more advanced tracking and analysis capabilities.
- More importantly - if you have not migrated to the new platform by the deadline, you will no longer be able to track valuable website data, which (of course) is essential for running digital marketing campaigns.
What you need to do next if you have not migrated
If you have not yet migrated to GA4, you must start planning for the transition now. There is no time to waste.
First, familiarise yourself with the new platform and its features. Google offers many resources, including the Google Analytics Academy, to help businesses learn about the platform and make the transition easier.
Once you're comfortable with the new platform, the next step is to create a new GA4 property in your Google Analytics account. You can then begin implementing the GA4 tracking code on your website. It's important to note that GA4 uses a different tracking code than UA, so you'll need to update any website code referencing UA.
Finally, ensuring that all of your crucial reports are rebuilt in the new platform is essential.
As well as migrating web tracking collection to GA4, you should also be migrating tools like Looker Studio to use data from GA4.
Don't wait any longer to commence your GA4 migration journey
With the clock ticking until the Universal Analytics sunset, if you have not started migrating, you must begin planning to transition to GA4.
Forget for a second that you will not be able to see what is happening on your website. The benefits of GA4, including more advanced tracking and analysis capabilities, make the migration worth the effort. By familiarising yourself with the new platform, creating a GA4 property, implementing the tracking code, and transferring your data, you can ensure a smooth transition to the new platform.
You cannot wait until the last minute – start preparing for the future of your analytics today.