January 24, 2023

The End of Universal Analytics is nigh!

Date published (January 24, 2023)
Category (Marketing, Web)
Read time (5 Minutes)
The author
(Leigh Ericksen)

The world of digital analytics is constantly evolving, and Google has recently announced the retirement of Universal Analytics in favour of their new platform, Google Analytics 4 (GA4).


This change may seem daunting for those who have grown accustomed to using Universal Analytics, but the switch to GA4 offers a multitude of benefits that are worth considering.

What’s Changing:

Simply put, Google is retiring from Universal Analytics and is getting replaced by Google Analytics 4 starting July 1, 2023.

What are the benefits of GA4? – it seems like a hassle 

One of the biggest advantages of GA4 is its integration with the Google ecosystem. With GA4, you can easily connect your analytics data to other Google tools such as Google Ads, Google BigQuery, and Google Data Studio. This allows for a more seamless and efficient workflow, as you can easily access and analyse your data across different platforms.

Another major benefit of GA4 is its enhanced tracking capabilities. GA4 uses machine learning to automatically track user interactions on your website, such as clicks, scrolls, and form submissions. This means you no longer have to manually set up event tracking, which can save a significant amount of time and effort. Additionally, GA4 allows for the tracking of user interactions across multiple devices and platforms, which provides a more comprehensive view of your customer journey.

GA4 also offers improved data privacy features. With Universal Analytics, user data was collected and stored using third-party cookies, which can be blocked by browsers or deleted by users. GA4 uses a different method of data collection called the GA4 Measurement Protocol, which allows for more secure and persistent data collection.

Will it be the same for me to access my data?

GA4 offers a more intuitive and user-friendly interface. The new platform provides a more streamlined and intuitive navigation, making it easier to access and analyse your data. Additionally, GA4 includes a new set of pre-built reports and analysis tools, which can help you gain insights more quickly and easily.

In conclusion, while it may be difficult to say goodbye to Universal Analytics, the switch to GA4 offers a number of benefits that make it a worthwhile investment. From enhanced tracking capabilities and improved data privacy to an intuitive interface and seamless integration with the Google ecosystem, GA4 is a powerful tool that can help you gain valuable insights into your customers and grow your business.

What if I don’t migrate to GA4? What about all my data!

All standard Universal Analytics properties will stop processing traffic on July 1, 2023. After that, you’ll be able to access your previously processed data in Universal Analytics for at least six months – Google has not mentioned what will happen after the 6 months, but I advise taking as many PDF or CSV exports as you can, especially if you rely on that data for marketing exercises. So whilst it might be a pain it’s an exercise worth doing as you are going to hit the end of the road eventually.

Ok, what are my next steps?

You can simply setup a new GA4 account for your website an insert the tracking code necessary to track users’ movements. You can have the UA and the GA4 tracking codes running simultaneously. You can follow the instructions below to setup a new GA4 property.


Alternatively, we can help. As of January 2023 we are in the process of migrating our client websites over to GA4 properties and backing up years and years of analytical stats to ensure there is no disruption.

If you require a hand with ensuring your data is backed up and tracking into the future, feel free to get in touch.