In March, Google announced all Universal Analytics (UA) properties will stop processing data on July 1, 2023 and Google Analytics 360 properties (GA360) will stop on October 1, 2023. The alternative? Google Analytics 4 (GA4), a more robust analytics platform that Google launched in 2020.

What makes GA4 different than UA?

There are several ways that GA4 differs from UA. The main differences are:

UA can only track web properties, whereas GA4 can track data across websites and apps
GA4 doesn’t rely on cookies for tracking
UA’s data model is based on sessions, while GA4’s is based on events
GA4 doesn’t keep IP addresses, which helps with privacy requirements

Here’s Google’s explanation of the differences.

Why is Google making this change?

Russell Ketchum, Director of Product Management for Google Analytics, said the change was made to help businesses “understand the complex, multi-platform journeys of their customers — all while prioritizing user privacy.” GA4 is Google’s response to the changing needs and expectations of users.

What does this mean for you?

If you use Google Universal Analytics, your properties will stop collecting new data on July 1, 2023. Your previously processed data will be available for at least six months.

If you use Google Analytics 360, your properties will stop collecting new data on October 1, 2023. Your previously processed data will be available for at least six months.

Whether you use UA or GA360, to ensure you can still process data about your website, you’ll need to transition to GA4 or another analytics platform. soon to give you time to

When should you make the switch?

Now. The sooner you switch, the better.

In fact, if you don’t switch by the end of June 2022, you’ll lose the ability to compare year-over-year data in your new platform.

Plus, once new data stops processing, your integrations and dashboards will no longer work.

Making the switch to a new platform now will minimize interruption and give you ample time to set up your tracking, dashboards, and reports.

What’s next?

July and October 2023 may seem a while away, but you’ll want to choose a new platform soon so you can continue tracking the performance of your website and apps. We can help.

Perficient has Google Analytics and Adobe Analytics certified experts who can work with you to find the right platform for your business. Taking into consideration your tech stack, goals, and needs, we’ll suggest the best analytics platform for your business and do all the heavy lifting to get it set up to collect data, including implementing tagging, creating tagging documentation, ensuring privacy compliance, making sure your other systems integrate properly, and training your staff on the new tool.

Let us set you up for success. Contact us to get started.