4 Things To Do Before Universal Analytics Retires

Google Analytics 4 (GA4) is the latest version of Google’s popular analytics platform and is designed to provide more comprehensive and accurate insights into website traffic and user behavior. As a result, it has become increasingly important for businesses and website owners to migrate from Universal Analytics to GA4.

Here are a few reasons why migrating to GA4 is necessary:

  • Enhanced Data Privacy: GA4 is built with privacy as a primary consideration, providing users with more control over their data and how it’s collected and used.
  • Machine Learning Capabilities: GA4 uses machine learning to automatically identify trends, patterns, and anomalies in your data, providing you with insights that would be difficult to uncover manually.
  • Improved User-Level Tracking: GA4 provides more granular tracking of user behavior, enabling you to understand individual user interactions with your site in real-time.
  • Cross-device Tracking: GA4 provides cross-device tracking capabilities, allowing you to see how users interact with your site across multiple devices, and to gain a more complete view of their behavior.
  • Better Integration with Other Google Products: GA4 is integrated with other Google products, including Google Ads and Google Tag Manager, allowing for more seamless tracking and data analysis.
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Upgrading to Google Analytics 4 (GA4) is crucial before June 2023. GA4 is the latest version of Google Analytics and the successor to Universal Analytics. We suggest migrating as soon as possible, as Universal Analytics will retire in June 2023. Here are 4 things you should do before Universal Analytics Retires: 

  1. Migrate your existing Universal Analytics data to GA4 – This will ensure that you don’t lose any historical data or insights.
  1. Review and update your existing tracking code and tags – GA4 uses a different tracking code and measurement protocol than Universal Analytics, so you’ll need to update your website or app accordingly.
  1. Test your implementation – After you’ve updated your tracking code, test your implementation to make sure everything is working correctly.
  1. Train your team and stakeholders – Educate your team and stakeholders on the changes and new features in GA4. This will help everyone understand the data and insights generated by GA4.

Migrating from Universal Analytics to GA4 has a lot of benefits. These benefits include enhanced data privacy, improved tracking and analysis, and better integration with other Google products.

You might also like to read:

GA4: The Next Generation of Google Analytics

About Samuel Blaison
Sam Blaison is Paid Search and Analytics accounts executive. He works on paid campaigns and assists in Analytics management for some of Sandstorm's regional and global client

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