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Navigating the Sunsetting of Google Analytics Universal and Embracing GA4


Navigating from Google Analytics Universal to GA4

As digital transformation continues to shape the business landscape, organisations heavily rely on analytics to drive data-informed decision-making.

For years, Google Analytics has been the "go-to" platform for understanding website and app performance. However, a significant shift is on the horizon as Google prepares to sunset Universal Analytics and usher in the era of Google Analytics 4 (GA4).

Organisations transition to GA4 (Google Analytics 4) should begin now considering the impending sunsetting of Universal Analytics.


Google Analytics evolution to GA4

Understanding the Sunsetting of Google Analytics Universal:

Google Analytics Universal has served as a reliable tool for businesses to gather essential data on user behaviour, acquisition channels, conversions, and more for their websites and apps. However, technological advancements and changing consumer behaviour necessitated the evolution of this analytics platform.

Google Analytics 4: The Future of Analytics:

Google Analytics 4 (GA4) represents a substantial leap forward, incorporating innovative features and an advanced measurement model. It is designed to meet the demands of a rapidly evolving digital landscape, offering businesses deeper insights into user behaviour across platforms and devices. These insights can lead to building better user experiences and ultimately fostering growth and retention.


Key Differences between Google Analytics Universal and GA4:

Event-Driven Data Model:

GA4 embraces an event-driven data model that focuses on individual user interactions rather than pageviews. This shift enables organisations to gain a comprehensive understanding of user behaviour throughout the entire customer journey, from app installations to website interactions and beyond.


Enhanced Cross-Platform Tracking:

One of the significant advantages of GA4 is its ability to track user interactions across various platforms, including web, mobile apps, and other digital channels. This holistic view empowers organisations to gain valuable insights into user engagement and conversion paths, providing a comprehensive understanding of the customer journey. This gives a greater opportunity for those organisations focusing on omnichannel capabilities as understanding the customer at this level opens greater opportunities to deliver the right message, at the right time, in the right channel to surprise and delight in an ever-competitive landscape. Brands and organisations willing to embrace this level of insight and truly know their customer will find themselves at a distinct advantage over competitors.


AI-Powered Insights:

GA4 harnesses the power of artificial intelligence and machine learning to offer automated insights. By leveraging advanced algorithms, GA4 identifies trends, opportunities, and anomalies in your data, enabling businesses to make data-driven decisions more efficiently.


Privacy-Centric Approach:

With privacy concerns taking center stage, GA4 has been designed with privacy in mind. It offers more flexibility and control over data collection and processing, ensuring compliance with privacy regulations. This includes features like enhanced consent management, data deletion options, and data retention controls.


Managing the Transition to GA4:

Familiarise Yourself with GA4:

Take the time to understand the features, capabilities, and data model of GA4. Google provides extensive documentation, guides, and resources to help businesses make a seamless transition.


Establish a Transition Plan:

Develop a well-defined plan to migrate from Google Analytics Universal to GA4. This plan should include steps such as setting up GA4 properties, defining conversion goals, implementing event tracking, and ensuring data continuity during the migration process.


Retain Historical Data:

While GA4 is a fresh start, it is essential to preserve historical data for benchmarking and trend analysis. Explore options to export and store your Universal Analytics data for future reference.

Test, Measure, and Optimise:

Once you have implemented GA4, continuously test and measure your analytics setup. This will ensure that the data collected is accurate and aligned with your business objectives. Leverage GA4's AI-driven insights to uncover actionable recommendations and optimise your digital strategies.


Consider calling in the experts:

If this seems too daunting for your organisation or there is a lack of capacity to take this on there are many amazing digital agencies who can offer expertise and support during this transition to ensure you do not lose out on valuable insights.


The sunsetting of Google Analytics Universal marks an exciting milestone for organisations seeking advanced analytics capabilities. Embracing Google Analytics 4 presents an opportunity to unlock deeper insights, understand user behaviour across platforms, and make more informed data-driven decisions. By planning the transition effectively and leveraging the new features and capabilities of GA4, businesses can set themselves up for continued success in an increasingly data-centric world.

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