We understand how important website analytics is to our clients. Recently, Google announced that it will be sunsetting Universal Analytics in mid-2023 and Google Analytics 4 will be the new go-to solution for monitoring and tracking website activity.

Why is Google moving on from Universal Analytics?

The model Universal Analytics is built on has become obsolete due to its inability to deliver cross-platform insights. Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies. This measurement methodology is quickly becoming obsolete.

Google Analytics 4, on the other hand, can measure data across websites and apps, using an event-based data model. This makes it a more future-proof solution and provides more comprehensive and granular controls for data collection and usage. Additionally, GA4 is said to offer more privacy protection, which is increasingly important to web users.

So, what are the benefits of GA4? 

Insights across touchpoints, data-driven attribution, more valuable data, more actionable data, and built for enterprise are some of the benefits offered by GA4. GA4 is designed to meet a number of key business objectives, such as driving sales or app installs, generating leads, and connecting online and offline customer engagement.

Note these important dates

As the dates for the sunset of Universal Analytics draw closer, it is important to mark July 1, 2023, and October 1, 2023, on your calendars. All standard Universal Analytics properties will stop processing new hits on July 1, 2023, while all 360 Universal Analytics properties will stop processing new hits on October 1, 2023. Previously processed data in Universal Analytics will remain available for at least six months after the above dates.

In conclusion, transitioning to Google Analytics 4 is crucial for our clients' website analytics, as it provides more comprehensive and granular controls for data collection and usage, more privacy protection, and is a more future-proof solution. As a digital solutions agency, we are committed to helping our clients stay ahead of the curve and maximize their online presence.

Get in touch with us for a free website audit, or to discuss this change in Google Analytics for web and mobile.