Preparing for Google Analytics 4 (because it's taking over) - Carney
The Daily Carnage

Preparing for Google Analytics 4 (because it’s taking over)

It’s been over 2 years since Google Analytics 4 (GA4) was introduced as the next Google Analytics phase. But some marketers aren’t ready to give up Universal Analytics. After all, GA4 streamlined a lot of the metrics marketers were holding near and dear to their data-tracking hearts.

While Google has been allowing the use of both systems at once, the time has come when GA4 is taking over. That time is a year from now –– July 1, 2023.

Don’t freak out! There are a lot of benefits to GA4 (and the features are growing) so this is your time to transition over.

The Big Things to Know:

  • All standard UA properties will stop processing new hits on July 1, 2023
  • 360 Universal Analytics properties will stop processing new hits on October 1, 2023.
  • You’ll be able to access your processed data in UA for at least six months.
  • You have 3ish months to move to GA4 if you want clean YOY data in 2023 (!).


Starting Your GA4 Measurements:

You’re going to want to move over to Google Analytics 4 as soon as possible to track the necessary historical data before UA stops processing new hits. Like we said, some good things are happening in GA4. If you haven’t played in GA4 yet, here are some things to get familiar with:

  • Event-based measurement modeling across sites and apps.
  • Country-level privacy controls (and a huge emphasis on privacy in general when it comes to user-level data).
  • Predictive insights from machine learning.
  • Expanded integrations with other Google products like Google Ads.
  • Search Ads 360 and Display & Video 360 integrations are now available for all customers!

Google will be updating more helpful tips on GA4 transitioning and terminology, but for now, check out how GA4 is being used before it’s all we have to use.


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