Everything you need to know about the swap to Google Analytics 4

Google Analytics 4 is the next-generation of Google Analytics, replacing Universal Analytics. The sooner you transition to GA4, the sooner you can start collecting new data.

Google know their stuff. And they also know your stuff, too. Google Analytics has been the most popular tool for tracking the traffic on your website since its inception in 2005.

It’s now time for Google Analytics 4. From the 1st of July 2023, they’ll be switching to their latest Analytics tool that will help them track data more effectively.

What is GA4?

Google Analytics 4 is the next-generation of Google Analytics, replacing Universal Analytics (UA). This is a modern take on the original analytics tool, with an increased focus on mobile and app tracking rather than solely desktop web browsing.

In a world where the way we search and browse the internet is changing, it’s important that the way that data is tracked changes too.

Why are they making the swap?

In today’s measurement landscape, businesses need to navigate new challenges when trying to make sense of the complex, multi-platform journeys of their customers. User privacy is more important than ever, too.

According to Google’s press release, Google Analytics 4 “is designed with privacy at its core to provide a better experience for both our customers and their users. It helps businesses meet evolving needs and user expectations, with more comprehensive and granular controls for data collection and usage.”

Why does it matter?

After 1st July 2023, their Universal Analytics tool will cease to operate. For the six-month period that follows this, you’ll be able to access your old data. However, after this date, you’ll lose access to ALL of your old data. That means Google won’t be storing it on their servers.

The sooner you transition to GA4, the sooner you can start collecting new data. That gives you over a year of new data to collect before you lose access to the old collection.

We are encouraging clients to make the switch ASAP and start building a new analytics database to help with their future research and marketing.

What happens to my data?

Six months after 1st July 2023, your data will be removed from Google’s servers. Until this time, you’ll be able to access it and download your historical data and reports.

It is highly recommended that you download this data before it is removed from Google’s servers.

How can freestyle help?

For our clients, it’s our responsibility to update their GA tool to GA4. We will be working through our list to ensure you’re building your new database within GA4 as soon as possible.

Got a question? That’s ok. It can be a little confusing. Give us a call and we can talk you through what these changes mean. If you want to be prioritised, talk to our team and we can make it happen.

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