10 min

Universal Analytics is sadly no more

Google Universal Analytics (UA) has retired, and now it's time to switch to Google Analytics 4 (GA4). GA4 is the future of measurement, and it offers a number of new features that can help you improve your website or app analytics.

What are the recommended next steps?

If you haven't already, you need to set up GA4 in addition to your existing GA to make the transition smooth. You can do this by following the instructions on the Google Analytics website.

If you created your analytics property after October 14th 2020, then you're probably already using GA4. If so, you're all set!

What happens to my old data?

You'll be able to access previously processed data for up to 6 months after July 1st, but after that, it'll no longer be available. We strongly encourage everyone to download historical data so that Universal Google Analytics data can still be reviewed manually after this period is up.

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The benefits to GA4

Google Analytics 4 is the latest and improved analytics software; think of it as the new, super cool kid on the block. It comes with a greater insight into users behaviour through a more robust interface, improved data privacy to support today's ever-growing data landscape, along with more ability to scale-up your business and make better business-related decisions. The data tracking software will work across multiple platforms to allow for more precise and greater knowledge of the user journey using Artificial Intelligence (AI).

Improved tracking integration with tools such as Google Tag Manager, helps to improve accuracy which means that more targeted PPC campaigns and localised advertising can be created to ensure your business is reaching the right audience. GA4 will also be able to make predictions for where potential new markets may be available for you to explore; this feature will be really beneficial for scaling your business.

In addition, new reporting and visualisation tools are being introduced to make the process concise. The new ‘Analysis Hub’ will allow you to create a multitude of charts and visuals which can be used in a variety of ways. There will also be upgrades and enhancements to the ‘real-time’ reports that GA creates allowing you to keep up-to-date with your users on a whole new level.

Ready to get started?

Download our GA4 guide



You’re now on the road to getting the enhanced, actionable and super privacy-secure insights your business needs with Google Analytics 4. Still sweating? Our experts are more than happy to support you through this transition if you want to get in touch! We're available for a chat anytime, or feel free to arrange a time to pop down to our office.