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Google Analytics is the central data platform that every marketing team relies on these days to control and understand basically traffic, campaign ROIs and user acquisition & engagement, for example.
For more than 10 years we have been using Google Analytics Universal product and interface to read and process our business data, take decisions and measure our results. But in 2023 all companies will be forced by google to transition to their brand new interface, Google Analytics 4.
Keep reading and learn how can you make this transition for your business data simple and smooth.
Google announced officially that on July 1, 2023, standard Universal Analytics properties will stop processing new data and Google Analytics 4 will replace it.
This means that if you are still using Universal Analytics properties, we recommend your company prepares to use Google Analytics 4. A brand new interface very different than the one we are used to, although with much better data structure.
This change will mostly affect marketing and IT departments because they are the ones who are use to manage and process data in Google Analytics platform.
First things first, until July 1, 2023, you can continue to use and collect new data in your Universal Analytics properties but after this date, you’ll be only able to access your previously processed data in your Universal Analytics property for at least six months. Because we know how important data is today for every company, we strongly suggest and encourage you to export all your historical reports before July 1, 2023. If you want to know how to export your data from Google Analytics Universal check this link.
Google said that in the next few months, they will provide dates when existing data in universal properties will no longer be available. After this date, your data is gone, so this is why exporting everything before next year is so important.
In the end, is the old story of learning a new tool. It is important that your team can be ahead of this and starts right now doing some changes, so next year, while you do the transition from one to another, it wont impact your business.
To see what kind of properties your Google Analytics is using, you simply need to:
Click the breadcrumb at the top of any Analytics page to see the organizations, accounts, properties, and views to which you have access. This will show your accounts, permissions and properties.
If the properties shown use a tracking code starting with “UA-xxxxxx” like the image shown above then that is a Universal Analytics property and soon next year will be gone forever.
The GA4 properties are simply a number with no “UA-” in the tracking code, just a simple number like the first case in the image above “MY GA4 Property”.
When you create a new GA account, they will take you now directly to create a GA4 property because it is what Google is pushing right now. But don’t worry, you still can create an old property of Universal Analytics if you need more time to do the transition. Actually you con have both running simultaneously. Just bear in mind it will be gone last year.
If you still don’t understand how to check your properties in GA follow the instructions on this link.
If you are currently using a GA4 property for your business, then you are on the right path. Many companies have already started adapting to all these changes.
Perhaps you have both properties on your GA account, that is good also because once GA Universal is gone you can continue with your GA4 property. But if you are the case where you only have Universal properties to process your data, then we strongly suggest you start thinking on using GA4 and adapting your marketing team to the new ecosystem, it will take some time but as always we will adapt.
At Studio Ideago, we have the best big data and marketers professionals that can help and assist your business to make this important transition easy for next year.
We are experts in helping companies be ahead of problems, so feel free to reach out to see in further details your particular case. Drop us an email here or just complete the form below and one of our experts will get in touch very soon.
Deep passion for technology, development and businesses. More than 12 years working in different marketing departments around the world. A true believer that constant education and dedication are the key to achieve what you want.
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