Do you use Universal Analytics? From July 1, 2023, the platform will no longer process data. And it’s not worth waiting any longer. The sooner you switch to Google Analytics 4 – GA4 for short – the fewer disadvantages you will face.

What is it about?

If you are using Universal Analytics and have not yet switched to Google Analytics 4, now is the perfect time to make the switch. Because by staying with Universal Analytics, you will not only miss out on the benefits of GA4 – the longer you wait, the more tangible disadvantages and opportunity costs you will incur.

From July 1, 2023, no new tracking data will be processed, making UA a pure archive. If new data is to continue to be collected and processed, GA4 will become mandatory. Anyone who manages to switch before July 1 will not run the risk of missing out on important data collection. After that, the sooner you switch, the better! The longer you take, the more data will be lost.

Zu Google Analytics 4

GA4 is a completely redesigned analytics platform that offers enhanced tracking capabilities, improved data protection and AI-powered insights. It is not only more flexible and adaptable than Universal Analytics, but can also track user behaviour across multiple platforms and devices. From 1 July 2023, the new GA4 will replace Universal Analytics as the standard tracking software. The further development of UA will be discontinued as a result. In the following article, our tracking experts will give you a brief insight into the topic. Of course, we will be happy to support you with the switch or advise you personally and individually on your tracking requirements. Simply contact your personal account manager or our Director Digital Innovation.

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What are the advantages of Google Analytics 4 compared to Universal Analytics?

Optimized tracking

GA4 software offers more advanced tracking capabilities than UA and enables more accurate and comprehensive data analysis. It can track user behavior across multiple platforms and devices, including web, mobile and even offline interactions. By switching, you can already benefit from higher data quality along the entire customer journey.

Better data protection

GA4 was developed with better data protection in mind and therefore complies with data protection regulations such as GDPR and CCPA. It gives your users easy control over their data and provides more transparency about how it is collected and used. This not only protects you legally, but also underlines the respectful handling of your customers' data and strengthens trust.

AI-supported insights

GA4 uses machine learning to provide insights and recommendations based on your customers' behavior. This allows you to make more informed decisions about your GA4-connected website and optimize the user experience in a more targeted way.

Future-proof

By switching to GA4, you are already future-proofing your analysis setup today. While the development of UA is being discontinued, GA4 always meets the current requirements of users and the latest technological possibilities thanks to continuous further development. This means you are always on the ball and don't miss out on any opportunities.

Seamless integration with Google Ads

If you use Google Ads, GA4 offers a seamless integration that allows you to track your customers' behavior from the first click to the final conversion. This allows you to optimize advertising spend and ultimately significantly increase your ROI.

Upgrading to Google Analytics 4 early offers you numerous advantages in terms of data analysis and data protection, provides better insights into the world of your tracking data now and is definitely a future-proof choice – long after July 1, 2023.

We therefore recommend switching before July 1:

Historical data

By upgrading at an early stage, you can start recording your data history directly in GA4. This enables you to compare the performance of your website over certain periods of time, e.g. as long-term analyses to identify overarching trends and developments. The earlier you collect data in GA4, the longer the period of time available to you for these analyses.

Migration process

The migration process can take some time and involve complications: Since GA4 is based on a completely new data model, your individual tracking concept and measurement model must first be revised and reconfigured accordingly. . By switching early, you give yourself time to ensure that everything is set up correctly and works optimally for your individual needs before Google makes the switch. Without the risk of a temporary blind flight.

Data loss

If you wait too long to make the switch, you will lose out on important insights from July 1 – because from this point onwards, no more data will enter UA. According to Google, historical data will still be stored for approx. 6 months, but will then be gradually deleted. You will also lose the opportunity to carry out a longer-term comparison between UA and GA4 data. The systems work differently and only by comparing them is it possible to understand and correctly classify changes in the results (e.g. when call figures supposedly collapse).

Opportunity costs

If you implement GA4 now, you can take advantage of the more advanced tracking functions and AI-based insights that will help you optimize your website at an early stage. This will improve your users' user experience in the long term – and have a significant impact on your commercial success.

#Specialist article

The end is near – for Universal Analytics

Elias Hildebrand

10. March 2023

4 min reading time