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Thought Leadership

What to Know about Google Analytics 4 and Sunsetting Universal Analytics

Business owners around the world received an email notifying them that Universal Analytics will stop collecting data July, 1st 2023. It’s replacement, Google Analytics 4, formerly known as “App + Web.”

Though Universal Analytics will stop collecting data in July of 2023, businesses will still have access to previously stored data for at least 6 months.

Quick Introduction to GA4 by Google:

GA4 (Google Analytics 4) is an analytics service that enables you to measure traffic and engagement across your websites and apps. This documentation provides implementation instructions and reference materials geared towards a developer audience for updating from Universal Analytics to GA4.,geared%20towards%20a%20developer%20audience.

Google Promises More with GA4:

  • “intelligent, using machine learning to unearth insights about the customer journey across platforms and devices.
  • “enhanced, seamless integrations with Google’s advertising platforms to optimize campaign performance and drive greater marketing ROI”
  • “privacy-focused and durable for the future”

GA4 is a breeze to set up and immensely specific when it comes to collecting data, and viewing specific aspects of client journeys. If you haven’t already, set up GA4 with the Google Assistant and collect data along side Universal Analytics.

Want to know more about GA4? Check out these links:

How to update from Universal Analytics to GA4:

If you are having issues and, or are worried about your current data and getting updated to make sure you keep your legacy data, contact BBG!