Marketers, be ready when Google Analytics 4 replaces Universal Analytics in 2023.
If the promises Google has made about GA4 come true, marketers can expect a new tool that improves journey tracking, engagement analysis, and user privacy, tracking, and reporting.
But first, we have to say goodbye to Universal Analytics.
What you need to know:
- Google Analytics 4 (GA4) is replacing Universal Analytics on July 1, 2023
- After that date, you can access Universal Analytics data for 6 months – but Universal Analytics will stop processing new data on July 1, 2023
- Google will announce when access to Universal Analytics data will completely stop – beyond that date, you won’t be able to see or access the data at all
- GA4 is a big change. There aren’t many “out of the box” reports available to you the way there were in Universal Analytics. Think carefully about what reports you might want to generate.
What you need to do:
- Check the creation date of your analytics property. If it’s prior to October 14, 2020, it’s probably a Universal Analytics property.
- Export your past reports, as individual files, with the Google Analytics Reporting API, or to BigQuery (for Google Analytics 360 customers)
Try to get this done by July 1 THIS YEAR (2022), so that by July 1, 2023 you will have a complete year of data to compare year over year.
As always, contact us when you’re ready to use data to solve marketing problems.