Google Announces the Sunsetting of Universal Analytics? Here Is What You Need to Know! Mar 22, 2022 |  

Google is changing. 

Google announced to discontinue their universal analytics, which was the former standard used for google analytics reporting. 

Google will be permanently moving to its next-gen measurement tool GA4 (Google Analytics 4) by 1 July 2023, and by next, GA4 will be the new measuring standard. 

Nearly around 68604 companies reportedly use Google Analytics to perform their functions. (obviously, the number will be higher!) 

With this sudden shift, it is evident that many organizations will be struggling to digest this change. 

It’s not time to panic yet! 

To put it simply for fellow industry leaders, we have mentioned a comprehensive guide. Without any further ado, let’s dive into the world of google analytics. 

What did Google announce?  

In their latest blog, Google announced that UA will sunset from July 2023. 

For the users utilizing the standard version, the effect will be immediate, whilst for Google Analytics, 360 users will be granted the next three months. 

This means they will get additional time upto 1 October 2023. 

What is Universal Analytics (UA), and what is happening to it? 

Universal Analytics, also acronymized as UA, is a data collection platform. It is used to analyze and track the data from web-based platforms. 

Google has bombarded its users with the news that they can continue to collect data and store it in their UA upto 1 July 2023. 

Post this date; users can only access the previously accessed data for six months. Knowing the importance of data, Google recommends exporting the historical reports during the six months. 

What is GA4 analytics? 

Formerly known as “App+Web,” it is the next generation Google analytics tool, and it was built entirely to fulfill the future and modern-day tracking needs. 

This efficient tool is built for marketers and analysts to accelerate their growth. 

What does GA4 entail?

GA4 focuses on the following three key verticals. 

1. Foresight insights 

With revamped and neat internal clogs, GA4 offers enhanced modeling from Google’s AI. This feature can be leveraged to identify the users better and identify the conversion pattern. This feature will enable the industry experts to make responsive and informed decisions. 

2. Cross Platform 

For a holistic approach, GA4 is designed to keep track of both web and app-based platforms. 

This feature gives analysts and marketers a 360-degree view of their business performing on the website and app. 

3. Top notch security 

With the recent dynamic changes in the cybersecurity landscape, it has become essential to secure the security gateways. GA4 is designed by keeping privacy in mind. 

Why has Google taken this step? 

Google is pushing GA4 for various reasons, some of them we have mentioned below: 

To fasten the adoption

Many organizations have been slow in adopting GA4 as they were acquainted with the UA. Users were comfortable with UA and didn’t want to shift to another platform. This could be a reason behind Google’s step. 

Cookie-less future 

GA4 is designed with security and privacy at its core; therefore, it will no longer store IP addresses. This feature aligns with the new data protection law and supports Google’s objectives to move away from cookies. 

LifeTime/Attribution Value

The most significant objective of Google is to deliver 360 degrees lifetime value, cross-platform and predictive analysis. In GA4, Google focuses on determining the value of a customer and foresight analysis. 

Here is how you can make your transition from UA TO GA4 seamlessly smooth 

1. Create your new GA4 property now (Seriously!)

The sooner you create the GA4 property, the better it becomes to capture the data and adjust to the new interface. 

You will thank us for this tip later! 

2. Start duplicating your goals/events tracking

After you are done creating the new GA4 property, your previous goals and events will be automatically added. Now take time to revamp them with GA4’s new guidelines. 

3. Developing a data retention plan is not a bad idea

With Google announcing that UA may soon disappear (whoosh), make a plan to store your data so that you don’t lose your years of website data. 

How can GA4 benefit your business? 

Here are some of the fantastic benefits offered by GA4. We have mentioned them in detail so that you get a better understanding. 

1. You get to know about your user’s journey 

Google Analytics has changed- and not just in the way they structure reports but also in its core. With the help of GA4, you can emphasize your user’s journey. Right from the first stage of acquisition to the last of conversion: GA4 gives you a deep insight into everything that happens during this journey. 

2. Create a robust audience for the ad campaigns 

GA4 has more powerful measurement tools that allow it to integrate a more influential audience for running marketing campaigns. This directly means better ROI on the amount spent on the ad. 

Especially without GA4, it would be challenging to configure both web and app to run better campaigns on both without wasting money on both. 

3. Better reporting 

Both analyzing tools have remained similar but for GA4 additional reporting visualization is the game-changer. With the help of the ‘analysis hub,’ you get a plethora of options to create visually appealing reports. 

4. You get web+app on the same platform 

One of the significant benefits GA4 boasts is unifying both web+apps. UA was only focused on the websites, whereas GA4 allows the users to access both from the same platform. 

5. Predictive analysis is a blessing

Predictive measures have the potential to predict the actual users. With such predictions, you can identify your users and actions and get a better understanding of their conversion rate.  

GA4 is the future 

GA4 offers many compelling reasons to start with as it is the right choice for all the business models. This transition can be your opportunity to thrive in your business. 

If the transition process makes you anxious then follow the above mentioned steps to ease the transition. Mark the dates in your calendar and gear up to use the next-gen GA4 for analyzing the data. 


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