If you frequently track your Google Analytics data, you will see major changes starting July 1, 2023.

Google’s proprietary web tracking system, Universal Analytics, is upgrading to Google Analytics 4 (GA4) and promises better customer insights and new report functions.

This applies to your website if:

• It is older than one year,
• AND you currently view or use Analytics data for tracking your website performance.
• OR you’re interested in digital marketing, SEO, or checking your website performance in the future

• GA4 leverages the power of AI. Google will now offer predictive metrics including purchase probability, conversion probability, and revenue predictions.
• Measurements are now based on user interactions. Page views are no longer the most important metric. You’ll gain a more robust understanding of how people engage with your site through usage and time spent.
• Customize your preferences. You’ll have more control over your dashboard by seeing the reports that matter most to your business.
• Crosstrack between your devices and platforms. Track both app and web data in one place and gain a wholistic view of a customer’s journey from acquisition to retention.

• Starting July 1, Universal Analytics will become read-only and stop processing new hits. User interaction with your site will no longer be tracked.
• Google will automatically create a new GA4 account for you, but it needs to be installed on your site in order to be activated.
• If you track conversions or have other custom settings, they will need to be recreated in GA4.
• You won’t have access to your historical data from the old version from within GA4. So the sooner you make the switch, the more data you’ll have to compare month over month.

Our recommendation? Make the switch and get familiar with the new system. That way you can take advantage of all the new features available.

Want to make the most out of GA4? Connect with our digital marketing team and find out how we use event tracking and data analysis to increase website leads!