Javajan. Google Analytics 4: What is it and why make the switch now?

For decades, Google Analytics has been the tool most widely used by specialists to collect data from their online businesses, campaigns or content and, in this way, facilitate decision making. However, as Google states in its release, “in today’s measurement landscape, companies must face new challenges to understand their customers’ complex, cross-platform journeys, while prioritizing user privacy.”

As a result, Google introduced Google Analytics 4 over two years ago, but now, finally, it has announced that Universal Analytics-the current Google Analytics-will stop working on July 1, 2023. It’s time to switch over to Google Analytics 4 (GA4).

Whats the difference?

Universal Analytics has been designed for highly targeted online measurement (computer searches), standalone sessions and cookie data. However, this measurement system is quickly becoming obsolete because technology and user and consumer behavior has changed so much in just a few years.

The new Google Analytics 4 operates across all platforms, does not rely exclusively on cookies and uses an event-driven data model to deliver user-centric measurement. Thanks to machine learning technology, it generates predictive insights about user behavior and conversions. In addition, it does not store IP addresses, which supports privacy compliance.

When is the change?

Universal Analytics will stop collecting and processing data as of July 1, 2023. In the case of Analytics 360, there will be an additional three months of data processing, until October 2023, as it was introduced very recently.

Finally, on January 1, 2024, the historical data stored by Universal Analytics will no longer be searchable.

Why change it now?

As the change is inevitable, we believe it is better to anticipate as soon as possible and start with Google Analytics 4 for the following reasons:

  • To start collecting data following Google’s new measurement system and keep a history. Until the end of 2023, you can use both measurement systems and make comparisons.
  • To not lose data and to start accumulating a data history, since from 2024 the one you have now will disappear.
  • To familiarize yourself with the new interface and the new measurement system. In this way, the transition will be much easier.
  • To improve your positioning and increase conversions and sales. Working with Google’s new measurement parameters will allow you to take advantage of the benefits of the new measurement system in your decision making.

If you need help with the configuration and customization of Google Analytics 4, or want us to advise you on the definition and measurement of your goals, contact us and our team of experts will be happy to help you.

Don’t get left behind and start using GA4 as soon as possible!


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