Google Analytics is switching over from Universal Analytics to Google Analytics 4 (GA4) in the second half of 2023. Here’s what you need to know about the upcoming switch. Google made the official announcement that Universal Analytics will cease processing data on July 1, 2023, and that all access to the Universal Analytics interface will end 6+ months following. As the internet advances, Google Analytics continues to evolve accordingly. GA4 is Google’s newest iteration of web analytics, including exclusive privacy-focused features. One of the key reasons Google is making this switch is to address growing privacy needs.
You may be curious as to how this shift affects your data. Most importantly, how can you make the shift to ensure your data remains compatible with the new interface. Universal Analytics is a separate set of properties than GA4, so any usage of Universal Analytics will need to be recreated and rebuilt. Professional analytics partners can help facilitate this transformation to ensure your business gets all of the great new features provided by GA4. With GA4, all users will have access to funnels, real-time reports with larger amounts of data, consolidated web and mobile data on their platform, free BigQuery integration, and more. While there is currently no direct upgrade path from Universal Analytics to GA4, expert help from InfoTrust can get your data set up with GA4 and running smoothly.