For many businesses, Google Analytics has been a cornerstone of their website traffic measurement and marketing strategy. But, with the recent sunset of Universal Analytics on July 1st, 2023, and full data access ending on July 1st, 2024, businesses need to adapt and prepare for a new era of data collection: Google Analytics 4 (GA4).
What Does The Sunset of Universal Analytics Mean?
– No new data collection: After July 1st, 2023, Universal Analytics stopped collecting new website activity data.
– Data access ends: As of July 1st, 2024, businesses will lose access to the Universal Analytics interface and API. You won’t be able to view reports or use the data in other applications.
Why Should Businesses Care?
Failing to switch to GA4 can lead to…
– Loss of valuable website traffic data: Without access to new data, businesses won’t be able to understand how users interact with their website, hindering efforts to measure marketing effectiveness, identify user trends, and improve their website.
– Disruption to ad campaigns: Ad campaigns relying on Universal Analytics data might be disrupted when the platform stops processing data. Businesses risk their ads not performing as intended.
What can businesses do to prepare?
– Set up GA4: If you haven’t already, establish a GA4 property and configure it for your website. Google offers resources and guides to ease the transition.
– Start collecting historical data: While new data collection in Universal Analytics has ceased, historical data remains accessible until July 1st, 2024. Exporting this data into formats compatible with GA4 can provide valuable insights for future analysis.
– Migrate conversions and audiences: Businesses utilizing conversions and audiences in Universal Analytics for Google Ads campaigns need to migrate them to GA4 to ensure their ads continue running effectively
– Familiarize yourself with GA4: Explore the new platform, understand its data structure, and learn how to use its reporting and analysis features. This will ensure a smooth transition and allow you to leverage the full potential of GA4.
The Clock Is Ticking!
Remember, transitioning to GA4 may require time and effort. By taking proactive steps now, businesses can ensure a smooth transition, minimize disruptions, and continue to gain valuable insights from their website traffic data.
Rest assured that your team at National Positions is here to help you through the process! If you are unsure if you have switched to GA4 or need assistance in capturing your historical data before you lose Universal Analytics access forever – contact your National Positons team.
We have a plan of action ready for you!