On July 1, 2024, all Universal Analytics services and properties will begin to be replaced by those of Google Analytics 4, including APIs and everything related to them. If you do not know what this change implies, what you need to do, and have not yet started migrating your properties, stay with us because what we are about to share is very relevant to you. You will discover what this necessary migration involves and what its main advantages are for your goals.
The reason Google announced and initiated the conversion of its web measurement tool from Universal Analytics to Google Analytics 4 is simple: evolution and adaptability. New Google algorithms, user interaction, browsing behavior, and the needs of anyone who wants traffic data and other metrics related to their properties are all key factors that make this migration a necessity.
Since GA4 arrived, Universal Analytics is practically a memory — one we now have only limited access to until July 1, 2024, on which date Google will completely remove its presence from the network and any possibility of interaction. That is why it is so important to have everything prepared.
To continue accessing and viewing the data from any of your properties, you will first need to begin a download and export process as soon as possible. Google's own Help Center provides a series of essential steps and guides so you can do this safely. If you want to continue using the BigQuery integration to extract large amounts of data or the history of your Universal Analytics 360 properties, it is in your best interest to start the process as soon as possible.
One of Google's advantages is that it always stays one step ahead — meaning it is very likely you have already noticed that your properties already have GA4 backing in place. In fact, the vast majority of accounts already have the migration done automatically, so you will only need to make sure you have everything necessary to keep your properties accessible, collecting data, and active.
What will happen to all the products we have set up? Any information or configuration linked to Universal Analytics will stop working if we do not update the parameters of its integration and confirm compatibility. Third-party services and advertisers such as the following may be affected:
Ecommerce transactions and goals. Universal Analytics will stop measuring conversions, even for advertising accounts we have active, directly affecting the performance of our campaigns.
Media activation for advertising campaigns. Analytics remarketing lists will stop collecting information, preventing you from knowing their impact and effectiveness.
APIs that will no longer run. Any API requests related to Universal Analytics will cease to be active, affecting tools like Looker Studio that rely on them to collect and display data.
Additionally, any project we keep active in the Google Analytics beta version will also become inaccessible, preventing us from continuing to access useful data and metrics about how users interact with our properties.
Given the inevitability of Universal Analytics shutting down, the best thing we can do is prepare for the change and verify that we have all the necessary information to migrate our properties and ensure data is completely safe and accessible. In fact, there are many reasons to switch to GA4 today. So to get the most out of Google Analytics 4, the following steps need to be confirmed first:
Google Analytics 4 is a new and default version that now allows us to perform many more actions and queries in relation to web analysis. Its free nature remains firmly in place, offering all kinds of custom reports. Improvements include unified measurement across different apps and web, providing an analytics experience focused on user needs and the current digital environment without limiting itself to aspects like cookies.
For anyone already using Universal Analytics services, it is essential to make sure there is a parallel configuration in place to already start collecting GA4 data. Although it is likely Google has already informed you of this point and change, it never hurts to verify that you have the property added in this new format. The GA4 Property Setup Assistant itself can guide you through the process.
Although Universal Analytics will no longer process new data and everything collected so far will remain accessible for 6 months from the deadline, it is a good idea to start the migration to GA4 as soon as possible to ensure the smoothest and most comfortable transition possible. For many users this step will go unnoticed during the changeover, as the tool itself will have transferred almost all information automatically. Still, it is worth bearing in mind and verifying that the step has been completed correctly.
We can install GA4 in several ways across all our properties, from the direct integrations offered by platforms like Squarespace or Wix to using Google Analytics' gtag.js tracking code. Google Tag Manager is the utility to review and use in these cases, allowing us to copy the measurement ID and create a new tracking tag to then add to our control panel. Doing this step manually will allow us to verify that all properties continue to collect data.
Now that you have a better understanding of the importance of Google Analytics 4, you should at the very least make sure all migration and update processes are working correctly. To do so, you will need to test and verify that the new GA4 tag is activated and running. Google Tag Manager's Preview mode can be very helpful here, as you can check events as they occur in GA4's DebugView section.
Let us not forget that this transition to the new version of Analytics should be seen as a new opportunity to familiarize ourselves with the interface and its capabilities. Its improvements and adaptability have been designed precisely to take care of aspects like privacy and efficiency during the process of collecting user information. Starting the migration process as early as possible will help you take full advantage of all its features and maximize data analysis. If you need support carrying out this migration, contact us so we can guide and assist you.
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