Important Announcement: Google Universal Analytics Discontinuation and the Transition to GA4

Google's End of Universal Analytics

Suppose you’re a website owner or marketer who relies on Google Analytics to track and analyze user behavior on your website. In that case, it’s crucial to stay informed about the latest updates from Google. Starting from July 1, 2023, Google Universal Analytics will no longer be active, necessitating the migration of existing properties to a GA4 property. This transition is essential for users to continue effectively tracking their analytics and gaining valuable insights into their online presence. In this blog post, we will explore the implications of this change and discuss the steps you need to take to ensure a smooth transition.

The Transition to GA4

Google Analytics 4 (GA4) is the latest version of Google’s analytics platform, designed to provide more comprehensive insights into user behavior across various devices and platforms. It offers a more robust and future-proof solution to tracking and understanding your website’s performance. Migrating your existing properties to GA4 is necessary to continue utilizing Google Analytics effectively.

Benefits of GA4

Enhanced Cross-Platform Tracking: GA4 allows you to gather data from multiple sources, such as websites, mobile apps, and other digital platforms. This holistic view enables you to understand user interactions across different channels and devices, providing a deeper understanding of your audience’s behavior.

Machine Learning Capabilities: GA4 incorporates advanced machine learning techniques to automatically analyze data and identify meaningful insights. This feature empowers you to make data-driven decisions and optimize your website based on valuable user insights.

Privacy-Centric Approach: GA4 is designed with privacy in mind, aligning with evolving data protection regulations. It offers features such as consent mode and data controls, enabling you to respect user privacy while still gaining valuable analytics insights.

Migrating to GA4

To smoothly transition from Universal Analytics to GA4, follow these steps:

1. Create a New GA4 Property – Start by creating a new GA4 property in your Google Analytics account. This property will be where you track and analyze your website’s data going forward.

2. Implement GA4 Tracking Code – Replace the existing Universal Analytics tracking code on your website with the GA4 tracking code. This code snippet can be obtained from the GA4 property you created.

3. Data Import and Configuration – To ensure continuity of data, consider importing historical data from your Universal Analytics property into your new GA4 property. Additionally, configure your GA4 property to match your tracking requirements and business goals.

4. Adjust Reporting and Analysis – As GA4 offers a different reporting interface and data model compared to Universal Analytics, familiarize yourself with the new features and adjust your reporting and analysis methods accordingly. Explore the updated reports, dashboards, and insights available in GA4.

5. Update Integration and Third-Party Tools – If you have integrated Google Analytics with other platforms or rely on third-party tools, ensure they are compatible with GA4. Consult their documentation or support channels to learn about the necessary updates or changes required.


The retirement of Google Universal Analytics on July 1, 2023, is a significant development that website owners and marketers must be aware of. Migrating to GA4 is crucial for maintaining uninterrupted access to invaluable analytics data and insights. Embrace the enhanced capabilities of GA4, including cross-platform tracking, machine learning, and privacy-centric features. By taking the necessary steps to transition your properties and adapt your reporting and analysis methods, you can continue to make informed decisions and optimize your online presence effectively. Stay up to date with Google’s documentation and resources to ensure a smooth migration process.

What's More

While GA4 offers us all invaluable information, it is extremely important to enrich that data with other relevant data in order to make informed business decisions that will produce results. For example, as a marketer, I might want to combine details from GA4 with sales and analytics from various social media platforms in order to get a clear view of how a particular marketing campaign is performing in its entirety and generate a report to prove the campaign’s value. To do this, traditionally, I would have to gather all of that information manually and combine it into a spreadsheet, which would likely take hours and possibly even days of my valuable time. 

Fantastic news…. Now, I don’t have to do that and neither do you! I can simply use to bring my GA4 and other data into my data cloud without any kind of technical expertise or coding knowledge. I can even use to combine all of that data into a holistic report with visualizations (* full disclaimer, I would need a Business Critical account to do so, but it would save me loads of time that I could use to generate more profitable marketing content and campaigns). Try it out for yourself for free!

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