Google Analytics: Everything you need to know about the switch to GA4

By now, you’ve almost definitely seen this message when you go into Google Analytics:

"Universal Analytics will no longer process new data in standard properties beginning July 1, 2023. Prepare now by setting up and switching over to a Google Analytics 4 property."

I've had quite a few messages asking about it this week so here's what you and your organisation need to know:

1. This is an important update that won't action itself on your behalf. While some commentary refers to it as "upgrading" it is a physical closing down of one product, and the starting of a new one. You need to create and set up the new analytics account yourself.
2. Yes, it's definitely worth doing. The new Google Analytics 4 better captures and reflects today's digital marketing activity and its impact on your audience. The closing of universal is also a hard stop. Google is not just stopping its maintenance, from July next year your old accounts will no longer receive data.
3. While July 2023 might seem like a long way away, if your performance reporting and analyses tend to include year on year comparisons, you've actually got less than two months to set this up so that you have 1yr of historical data waiting for you in GA4 by the time the old analytics is switched off.

At Tactic Lab, we've released a free knowledge base article with more detailed information on making the switch to GA4. Feel free to pass it on to friends and colleagues. :)

--- Ash.