Migrate to Google Analytics 4

If you haven't migrated from Google Universal Analytics to Google Analytics 4 yet, now would be a good time.

On July 1, 2023, Google is no longer supporting its current analytics product, called Universal Analytics ("UA"). After this date, all standard UA properties will stop collecting data at that time. Let's be clear about what this means to you -- you'll quit receiving important information about your website visitors and their behavior in a few months.

Instead, Google wants organizations to adopt its next generation of analytics, called Google Analytics 4 ("GA4"). This tool collects event-based data from both websites and apps while introducing privacy controls, which many countries now require for data privacy.

Why is there a new version of Google Analytics?

Google Analytics has evolved with the evolution of mobile apps, changes in consumer behavior, and the launch of privacy regulations, altering how we collect and analyze data. GA4 is a new property designed for the future of measurement:

• Collects both website and app data to better understand the customer journey

• Uses event-based data instead of session-based

• Includes privacy controls such as cookieless measurement, and behavioral and conversion modeling

• Predictive capabilities offer guidance without complex models

• Direct integrations to media platforms help drive actions on your website or app

What are the benefits of Google Analytics 4?

GA4 improves the tracking of the customer journey and user engagement analysis with data streams that track users across websites and iOS and Android apps.

Also, goals and events setup has been simplified in GA4 because all interactions are now events instead of sessions.

Finally, GA4 has enhanced visualizations and reporting explorations, which is a new custom reporting feature.

Why migrate now instead of later?

Not only will UA stop tracking data in July, but historical data will only be available for a brief period of time. Therefore, the earlier you migrate to GA4, the more historical data and insights you’ll be able to gather now.

How to get started with Google Analytics 4

Google only provides rudimentary instructions on setting up your website with GA4. As a certified Google Partner, SHERPA can help you not only install GA4 on any website but also setup and configure it to maximize the new features.

To learn how SHERPA can help you migrate your site to Google Analytics 4, call us at (404) 369-0219.