Universal Analytics is coming to the end of its days. This old version of Google Analytics will stop processing website hits from July 1, 2023. Read on for guidance on what to do.
Published on October 31, 2022
Universal Analytics is coming to the end of its days. This old version of Google Analytics will stop processing website hits from July 1, 2023. If you’re not already prepared for this, and you care about the success of your website and business, you should read on for guidance on what to do.
How to prepare for Universal Analytics’ end of life
Obtaining accurate data about your website will not end when Universal Analytics stops working. That’s because there is a new version of Google Analytics known as Google Analytics 4. It is a next generation tool that can collect data from both websites and apps and allows greater tracking of a user’s digital journey.
With specialist help, Google Analytics 4 can enable a business to get even more out of a website, from generating more enquiries to increasing sales.
This inevitably leads to the question:
HOW DO YOU MAKE THE SWITCH FROM UNIVERSAL ANALYTICS TO GOOGLE ANALYTICS 4?
Both Universal Analytics and GA4 can operate at the same time. It can’t be stressed enough that you need to have created a GA4 property for your website/app long before Universal Analytics stops working on July 1, 2023.
The reason for this is twofold:
1) Adding GA4 close to the deadline will bring unnecessary stress should it not be implemented correctly.
And…
2) The sooner you start GA4, the sooner you can begin to compare data over time periods within GA4. Eg, this month, compared to last month.
There are Google support documents with instructions on how to switch to GA4 should you wish to attempt the work yourself. However, unless you know exactly what you’re doing, you risk losing key data about what people do when they come to your website. This could then lead to missed opportunities in lead enquiries and sales.
In conclusion: if you want the switch to GA4 done properly and have GA4 work to its full effect, it’s best to ask for help from a proven GA4 specialist.
Bonus piece of advice: if you do employ someone to carry out a smooth transition from Universal Analytics to GA4, ask heaps of questions first. The people who know about GA4 won’t have a problem answering your questions. Perhaps start with this question: Why should I choose you to make the switch from Universal Analytics to GA4?
FAQ about Universal Analytics & how to prepare for its end of life
Q. Is Google Analytics going away?
A. The old version of Google Analytics, known as Universal Analytics (UA), or Google Analytics 3, is in its final days and is scheduled to stop working from July 1, 2023. There is a new version of Google Analytics known as Google Analytics 4.
Q. When will Universal Analytics stop processing hits on websites?
A. Standard Universal Analytics properties will stop processing new hits from July 1, 2023. This is the date that’s been given for the ‘sunsetting’ of the current version of Google Analytics.
Q. What is replacing Universal Analytics?
A. The new version of Google Analytics is called Google Analytics 4, or GA4 for short.
Q. What will happen to the website data in Universal Analytics?
A. Google has warned that from January 2024 you may not be able to access your data from the old Google Analytics. Protect your data before then by backing it up. You’ll then be able to make data comparisons between dates when needing to compare UA data with GA4 data.
Q. Why should a business make the switch from Universal Analytics to Google Analytics 4?
A. You need Google Analytics to understand how your website performs and what people do when they come to it. Understanding a potential buyer’s digital journey up to the point they make a purchase or contact you is critical to a business’s success. You will be in the dark about that journey without Google Analytics 4.
Q. When will the next Google Analytics be live?
A. GA4, the next generation of Google Analytics, is already up and running having launched on October 14, 2020. A good starting point for help is to seek a specialist GA4 set up service.
Q. Can Universal Analytics and Google Analytics 4 run at the same time?
A. Yes, Universal Analytics and GA4 can run at the same time.
Q. Do you need to pay for Google Analytics 4?
A. No, GA4 is free, just as Universal Analytics is. However, if you want GA4 implemented correctly, it would pay off both long-term and short-term to employ a Google Analytics 4 specialist to do the work.
Q. Should I use Google Analytics 4 or Universal Analytics?
A. If you haven’t got GA4 on your website and/or app, then you need to make it happen. If you’ve got Universal Analytics you can still see this ‘old’ version of Google Analytics. All you need to do is select the tab that has UA identified. Just remember, Universal Analytics will stop processing hits from July 1, 2023.
Q. I still need convincing about changing to GA4 – what should I do?
A. Ask yourself this: do you want to know how your website/app performs? If your answer is ‘Yes’, you need GA4. Should you still need convincing, then check out this blog on what you need to know about Google Analytics vs Universal Analytics.
Want to get GA4 the hassle-free way?
Don’t get left behind when Universal Analytics is no more. Call in the experts to make the switch to GA4 for you.
Jamie Dalzell
Content Marketing Specialist
