You’ve probably received an email about this, but yes, Universal Analytics (UA) — Google’s web analytics tool that allows you to track user engagement, segment customers, and measure campaign success — is being replaced by Google Analytics 4 (GA4).
Why this change?
Google has decided to discontinue UA for a variety of reasons, primarily to adapt to an ever-evolving digital world.
- Adaptation to the more complex digital environment is now achieved with GA4, as it is able to unify the tracking of data coming not only from websites, but also applications and other digital experiences. Unlike UA, it offers greater integration on a single platform.
- GA4 has also been designed with a priority on privacy, as it complies with the most up-to-date regulations and provides detailed control options over data collection and usage.
- GA4 further provides advanced and personalized analytics, thanks to its event-driven data model and artificial intelligence.
- The future of web analytics involves a continuous upgrade of functionality in GA4, allowing it to maintain its technology leadership. In contrast, UA was no longer receiving new features and was lagging behind.
Should you worry?
If you’ve completed your migration to GA4 and have been using it for at least a few months, you don’t have to worry since you already receive your site information in your GA4 property. Hooray!
UA properties have since stopped processing data, however, and users officially lost access to UA data in the interface and the API, as of July 1, 2024.
If you have not performed the migration yet — ACT NOW! (No pressure 😁) There is still plenty of incentive to get migrated sooner than later, in order to get set up on GA4 and start reaping the benefits. You don’t want to lose valuable information about your site, your visitors, and their behavior, do you?
Consider the following three scenarios:
1. I have completed the migration, but still have important information/data in UA: If you did not create a backup before July 1st, unfortunately, you will no longer have access to your UA data, as that was the deadline for exporting and retaining historical data.
2. I have completed the migration and recovered all important data, but am concerned that my property is not properly configured: TFA can help you with optimizing the transition to GA4 and defining measurement metrics, as well as implementing events and conversions. In addition, we can integrate GA4 with other marketing platforms and provide ongoing support.
3. I don’t know if I’m using GA4😬: We can help determine if you are using GA4 and, if not, support you in the configuration and implementation process.
GA4 is no longer an option, but rather, a necessity. This is an opportunity to improve your web analytics and get more valuable information about your business.
Don’t wait any longer! Contact TFA (www.thatfunnyagency.com) today to schedule your consultation and start making the most of your GA4 data.
