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Embracing the future with GA4: Google sunsets Universal Analytics
May 30, 2024
In a significant move that marks the end of an era, Google has announced the sunsetting of Universal Analytics (UA) and its replacement with the more advanced Google Analytics 4 (GA4). This shift changes how businesses and marketers collect, analyze, and utilize data for their digital strategies.
All customers will lose access to the Universal Analytics interface and API starting on July 1, 2024. In this blog post, we’ll explore what this change entails, why it’s happening, and how you can prepare for the new world of GA4.
Why Google is sunsetting Universal Analytics (UA)
Universal Analytics has been the cornerstone of web analytics for many years. Launched in 2012, it introduced a robust framework for tracking user interactions across websites. However, the digital landscape has evolved dramatically since then. With the rise of mobile apps, increased privacy concerns, and the need for more sophisticated data analysis, UA’s limitations have become more apparent.
GA4 addresses these challenges by offering a more flexible and powerful analytics platform designed to meet modern needs. Here are some key reasons behind Google’s decision:
1. Event-based tracking
Unlike UA’s session-based data model, GA4 uses an event-based model that allows for more granular tracking of user interactions. This model is better suited for the complexities of modern user behavior, spanning multiple devices and touchpoints.
2. Privacy-centric design
With increasing emphasis on user privacy and data protection, GA4 includes features that align with regulations such as the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). It offers enhanced data collection and storage controls, helping businesses remain compliant with global privacy standards.
3. Machine-learning insights
GA4 integrates advanced machine learning capabilities to provide predictive insights and automated anomaly detection. We love data-driven decisions, and machine learning insights make it so much easier.
4. Cross-platform tracking
As user journeys become more fragmented across web and mobile, GA4 provides seamless tracking across different platforms, offering a unified view of user behavior. Cross-platform tracking includes servers, mobile and web applications.
Key features of GA4
GA4 introduces several new features and improvements, making it a compelling upgrade from Universal Analytics. Here are some highlights:
Enhanced data collection
GA4’s event-driven data model allows for more detailed and flexible data collection. Events can be customized without modifying your website’s code, making tracking specific user actions and outcomes easier.
Improved user journey analysis
With a focus on holistic user journey analysis, GA4 provides more comprehensive insights into how users interact with your business across different channels and devices. This helps in understanding the complete customer lifecycle from acquisition to retention.
Predictive metrics
GA4 leverages machine learning to offer predictive metrics such as purchase probability and churn probability – the likelihood that a user will discontinue the service or subscription. These insights help businesses anticipate user actions and optimize their marketing strategies accordingly.
Simplified reporting
The reporting interface in GA4 is designed to be more intuitive and customizable. Users can create detailed reports that align closely with their specific business goals and key performance indicators (KPIs).
Preparing for the transition to GA4: Our path
Transitioning from Universal Analytics to GA4 requires careful planning and execution. Here are some steps we took to ensure a smooth migration:
Parallel Tracking
We began by setting up GA4 alongside the existing Universal Analytics. This allowed us to gather data in both platforms simultaneously, providing a buffer period to adapt to the new system while maintaining historical data continuity.
Data Migration
The whole migration process started with creating custom reports for existing clients with their data for the time of site existence. GA4 is very different from Universal Analytics, and it’s not possible to combine both data reports. While parallel tracking is in place to ensure uninterrupted data retrieval, we created a strategy to keep all the data from previous years in a meaningful way. Since Google announced the transition a long time ago, it has given a lot of time to carefully gather and store data, and create reports with all the basic data as well as custom events, goals and segmentation.
This included creating reports with channel grouping, referral traffic, campaign reports, and more.
Custom event mapping
We reviewed the current event tracking setup in UA and mapped these events to the GA4 model. It’s important to keep track of all the KPIs for the site. All “Measurements and Analytics” projects were aligned and improved with the new GA4.
Training and familiarization
We invested time in training our clients’ teams to understand and utilize GA4’s new features and interface. Google offers comprehensive resources and tutorials to help users get up to speed with the new platform.
Update integrations
We ensured that all third-party tools and integrations are compatible with GA4. This could involve updating APIs and other integration settings to work seamlessly with the new analytics platform.
Harnessing the potential of GA4
The transition from Universal Analytics to Google Analytics 4 marks a significant evolution in the realm of digital analytics. While it may seem daunting at first, the advanced features and capabilities of GA4 promise to deliver richer insights and more robust data strategies. By preparing adequately and embracing the new possibilities, businesses can harness the full potential of GA4 to drive growth and success in an increasingly complex digital landscape.
These are the last days to start the migration to GA4 to ensure a seamless transition and continued success in your data-driven endeavors.
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