Google Universal Analytics is being replaced with Google Analytics 4. What does this mean for businesses?

Google can see the writing on the wall. The nature of consumer-brand relations on the web is changing. Users are no longer accessing websites from desktop devices in independent sessions, each with their own cookies. Instead, they are arriving from multiple touchpoints, demanding simultaneous sessions, and using a plethora of devices. 

As such, Google is making a move away from Universal Analytics to Google Analytics 4 (GA4), its new platform specially adapted for the demands of modern internet users. Here’s everything you need to know:

What does this mean for businesses?

For businesses, the arrival of GA4 couldn’t come fast enough. Firms’ requirements have now moved well beyond past-generation engagements anchored on desktop towards multi-modal setups we see today.

GA4 solves obsolete methodologies by using an event-based data model to collect user measurement. The new platform will let brands collect accurate data for SEO, SEM, paid search and marketing requirements for years to come. Specifically, Google says that GA4 will: 

• Help businesses better manage user expertections

• Gain more comprehensive and granular control over data collection and usage

• Meet dynamic and changing market needs to enhance business growth strategy

• No longer have to store IP addresses

• Provide users with a better experience

• Automate insights regarding the customer journey

When will the changes be in effect and what will you have to do to get ready?

Google Analytics 4 (GA4) first rolled out in October 2020. However, it wasn’t until recently that the search giant confirmed that it would sunset Universal Analytics (UA) on 1 July, 2023. From that point onwards, the old system will no longer process any new data. 

Ideally, you should have started preparing for Google Analytics 4 yesterday. However, even if you’re a bit behind the curve, it’s no big deal. Here’s what to do:

1. Structure your account: Because of GA4’s granular features, you will need to structure your data in more detail to take advantage of the new tool’s full set of features

2. Create a GA4 property: This is where you create a GA4 account that collects data in parallel with your existing UA property

3. Enable data streams: Adding data streams to your GA4 account is easy. Just go to Property column and then Data Streams >> Add Streams

4. Turn on Google signals: When you activate Google signals, GA4 will aggregate data from Google users who left Ads Personalisation turned on

5. Map UA custom events to GA4: Google provides detailed instructions on how to do this here

6. Migrate your existing UA goals to GA4: You can read detailed instruction on how to do this here

7. Convert your ads: Google lets you switch bidding on Google Ads from UA to GA4

8. Migrate audiences: This migration tool allows you to identify the same target audiences on GA4 as on UA

9. Add users: Lastly, you can add users and determine their level of access. Account-level users have access to all properties in your new GA4 account

Wrapping Up

The bottom line is this: GA4 is coming and you needed to be ready yesterday. Sticking with UA long-term is now viable for enterprises that want to advertise effectively online, particularly after 1 July 2023.