The deadline to migrate to Google Analytics 4 is coming! From 1st July 2023 Google Universal Analytics properties will no longer process data. Any new data after 1st July 2023 will only flow into Google Analytics 4 properties.
Since GA4 does not collect data retroactively, meaning the data is only collected from the date you install the tracking code, you’ll need to set up your GA4 property now in order to look back at month-on-month or year-on-year data.
Why is Google discontinuing Universal Analytics (UA)?
Several European privacy authorities including the French, Austrian, Danish, and Italian Data Protection Authorities have found that using Google Analytics could result in illegally transferring data outside of Europe since it takes place without the safeguards provided by the EU Regulation. The main issue is that user data is transferred to the United States, a country without an adequate level of protection.
What is Google Analytics 4?
So a lot has changed in GA4, starting with a significantly different data structure and data collection logic. In Google Analytics 4 everything is built around users and events, unlike session that we have seen previously.
Each users interaction with your website (or app), is now treated as a standalone event, providing big improvements to cross-platform analysis and enhanced capacity for pathing analysis.
There are also some new ‘out of the box’ metrics in GA4 that will further enhance your reporting, including:
- Scroll depth
- Outbound clicks
- Video engagements
- File downloads
You can read more about Google Analytics 4 from google here.
What’s going to happen on 1st July 2023?
- Up until 1st July 2023, you will be able to continue using and collecting new data in your Universal Analytics properties.
- After 1st July 2023, you’ll still be able to access your previously processed data in your Universal Analytics property for at least six months, but any new data will not be processed.
- In the coming months, Google will provide a future date for when existing Universal Analytics properties will no longer be available. After this future date, you’ll no longer be able to see your Universal Analytics reports in the Analytics interface or access your Universal Analytics data via the API.
Need help with switching to Google Analytics 4?
Here at Code23 we’ve set up a dedicated team to help businesses transition to GA4. All you need to do is get in touch by completing the contact form below.