Google has announced that Universal Analytics will stop processing data on 1 July 2023. That is the version of Analytics that most websites use today. After that date, no new data will come in. Its successor is called Google Analytics 4, or GA4 for short.
That may sound a long way off, but it is more urgent than you think. GA4 only starts measuring from the moment you install it. The sooner you start, the more data you will have later. In this article you will read what is changing, why waiting is not a good idea and how to get started step by step.
What exactly happens on 1 July 2023
On that date, Universal Analytics will no longer process new visits. Your old account will therefore stop counting. If you still want figures for your website after that, you will need GA4.
Google has also indicated that you will be able to view your old data for a while. Even so, do not count on being able to open it indefinitely. Save important reports yourself in good time, for example as an export to a spreadsheet or PDF.
Why you need to start now
GA4 does not bring your old data with it. It starts with a blank screen. Everything you measure, you measure from the day of installation.
That has a major consequence. If you start now, by the summer of 2023 you will have more than a year of data in GA4. That lets you compare month with month. You can see whether a dip is part of your seasonal pattern or a real problem. If you only begin in 2023, you cannot do that and you start again from zero.
There is another reason. GA4 works differently, and you need to learn it. That is easier if you can practise for months while your old Analytics is still running as normal.
What is different in GA4
The biggest change is the way data is measured. Universal Analytics is built around sessions and pageviews. A session is a visit to your site. GA4 is built around events. An event is anything a visitor does, such as viewing a page, scrolling, clicking a button or submitting a form.
These are the differences you will notice first:
- Different reports. The layout and the names are new. You will need to look around for your familiar figures.
- Different counting. GA4 counts visits and users in its own way. As a result, your figures will not match those from Universal Analytics exactly.
- Settings have to be recreated. Conversions, goals and exclusions are not carried over automatically. A conversion is an action that has value for you, such as a purchase or an enquiry.
- No more views. The views from Universal Analytics no longer exist. Filters, such as excluding your own visits, are set up in a different place.
- More measured without code. GA4 automatically measures a number of actions by default, such as scrolling, downloads and outbound clicks.
Getting started step by step
You do not need to replace your old Analytics. You set up GA4 alongside it. That way you lose nothing and can learn the differences at your own pace.
- Create a GA4 property. A property is the environment that holds the data from your website or app. You do this in your existing Analytics account.
- Install GA4 via Google Tag Manager. Tag Manager is a free tool that lets you manage tracking codes on your site without having to edit the code each time.
- Increase the data retention period. By default it is set low, at two months. You can raise it to fourteen months. Do this straight away, otherwise you will miss your comparison later.
- Set up your most important conversions. Choose the handful of actions that really say something about your results.
- Exclude your own traffic. That way your own visits and those of your colleagues do not distort the figures.
- Link Google Ads. Then you can see your advertising data and your conversions together.
- Run both side by side. Compare them regularly and note why figures differ.
A practical example
Suppose you have an online shop selling garden furniture. You sell the most in spring and early summer. In April 2022 you install GA4 alongside Universal Analytics. You set up purchases and catalogue requests as conversions.
In spring 2023 you want to know how things are going. Because you have already been measuring for a year, you compare the same weeks across two years. You see that traffic from Google Ads is rising while sales stay flat. That is a signal to review your campaigns and your shop.
A competitor who only starts in June 2023 does not have that comparison. They do not know whether a poor month is normal or not. They have to make budget decisions on gut feeling.
Common mistakes to avoid
The same things often go wrong during the switch. Watch out for these in particular:
- Waiting until shortly before July 2023, which leaves you with no comparison data.
- Not changing the retention period, so you lose detailed data after a short time.
- Expecting the figures to match those from Universal Analytics.
- Marking too many events as conversions, which makes your reports unclear.
- Forgetting that your cookie notice and consent settings must also be set up properly for GA4.
- Not saving your old reports before Universal Analytics stops.
Frequently asked questions
Can I move my old Universal Analytics data into GA4?
No, not simply. GA4 has a different structure, so a direct transfer is not possible. Export your most important reports and store them separately.
Why are the figures in GA4 different from those in Universal Analytics?
GA4 counts in a different way. It works with events and calculates sessions and users differently. Small differences are therefore normal. Look mainly at the trend rather than the exact number.
Should I switch off Universal Analytics as soon as GA4 is running?
No. Let Universal Analytics keep measuring until it stops. That way you can compare the two, and until then you still have your familiar figures.
Book a free 30-minute introductory call
Would you like to know how to set up GA4 properly for your website or online shop? Book a free 30-minute introductory call with Adventio Marketing in Amersfoort. Together we will look at your current measurement setup, discuss what you really want to know and show you which first steps you can take now. You will get a clear picture of what is needed, with no obligation.
