Google is turning off Universal Analytics - Download your data now
With the impending sunset of Universal Analytics (UA) on July 1, 2024, businesses need to act quickly to migrate their analytics to the new Google Analytics 4 (GA4) platform. After this date, all UA properties will stop processing new data, leaving companies without access to critical website and marketing performance insights.
Google has been pushing the transition to GA4 for some time now, initially setting a deadline of July 1, 2023 for standard UA properties. However, the tech giant has since extended the sunset date for enterprise-level UA 360 properties to July 1, 2024. This gives larger organisations a bit more time to complete their migration, but the clock is still ticking.
Why the Urgency to Migrate to GA4?
The main reason for the UA sunset is that the platform is built on an outdated measurement model that does not align with the evolving digital landscape. GA4, on the other hand, uses an event-based data model that provides more comprehensive, privacy-centric insights.
Additionally, Google will no longer be investing in or supporting UA after the sunset date. This means no new features, integrations or bug fixes – leaving businesses stuck with an increasingly obsolete analytics solution. Continuing to rely on UA could lead to significant data gaps and disruptions to critical marketing and advertising campaigns.
Key Deadlines to Keep in Mind
July 1, 2023: Standard UA properties will stop processing new data. You’ll still be able to access historical data until July 1, 2024.
July 1, 2024: All UA properties, including enterprise 360 accounts, will stop processing new data. Historical data will be available for an additional 6 months.
July 1, 2024: Final deadline to access your UA data. After this date, you will no longer be able to view or export your UA data.
Steps to Migrate to GA4 Before the Deadline
To ensure a smooth transition, Google recommends completing the following steps as soon as possible:
Create a GA4 Property: If you haven’t already, set up a new GA4 property to run alongside your existing UA property. This will allow you to start collecting data on the new platform.
Implement GA4 Tracking: Implement the GA4 tracking code on your website and mobile apps. This will ensure you start collecting data on the new platform as soon as possible.
Customise GA4 Setup: Review your GA4 property settings and customise them to match your business requirements. This includes configuring conversions, audiences, and other key metrics.
Run Dual Tracking: Run your UA and GA4 properties in parallel for at least 12 months. This will give you time to get familiar with the new platform and ensure data continuity.
Export UA Data: Export any historical data from your UA property that you need to retain. Google will only provide access to this data until July 1, 2024.
Migrate Integrations: Identify any third-party tools or ads platforms integrated with your UA property and migrate them over to GA4.
Preparing for the Sunset: Key Considerations
As you work through the migration process, there are a few important factors to keep in mind:
Data Continuity: Ensure you have at least 12 months of dual-tagged data between UA and GA4 to maintain data continuity and enable meaningful comparisons.
Integrations and Conversions: Review any integrations, such as with Google Ads, to ensure a seamless transition of your conversion tracking and audience targeting.
Reporting and Analysis: Familiarise yourself with the new GA4 reporting interface and metrics to ensure you can continue generating the insights you need to drive your business.
Privacy and Compliance: GA4 offers enhanced privacy controls and features to help you comply with evolving data regulations. Make sure you understand and implement these properly.
With the Universal Analytics sunset looming, businesses need to act quickly to migrate their analytics to the new GA4 platform. By following the steps outlined above and preparing for the transition, you can ensure a smooth migration and maintain critical data continuity beyond the July 1, 2024 deadline.
Export Your Universal Analytics Data Before the Deadline
To ensure you retain access to your historical UA data, it is crucial that you export all essential data from your UA properties before the July 1, 2024 deadline. After this date, you will no longer be able to view or access your UA data, so taking proactive steps to preserve this information is critical.
Loop Digital is here to help you
At Loop Digital, we specialise in guiding businesses through such pivotal changes. Our expert team offers tailored marketing consultation services to ensure your analytics migration to GA4 is not only smooth but also leverages the full potential of the new platform. From setting up GA4 properties and implementing tracking codes to customising configurations and optimising data integrations, we are here to help you maintain data continuity and unlock valuable insights. Book a consultation today to learn more about how Loop Digital can support your business in this crucial migration phase.
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