Nancy Detchon

Google Analytics - GA4

Updated: Apr 6, 2022

Google has recently made an announcement that on the 1st July 2023 they will be retiring Universal Analytics, and all existing users will need to switch to have switched to the newer, GA4.

The change will involve all businesses using Google Analytics and they will need to make changes prior to the 2023 deadline.

What this change means is that existing Google Analytics users (e.g most organisations that use Google Analytics to track website behaviour on their website) will need to switch to its newest and most advanced product, known as “GA4”. This announcement marks one of the biggest developments in web analytics in recent years.

Anyone that uses Google Analytics will be affected by this change.

So far, we know the following:

Universal Analytics properties will stop collecting data on 1st July 2023.
After this date, you'll be able to access previously collected data for “at least” six months. At some stage after this, we understand you will lose access to this data.

Start Acting Now!

Whilst the timescales may sound generous, you would be wise NOT to ignore this and leave it until the past minute!

Why The Urgency?

If you want to run year on year comparisons in the new GA4, you need to make the change by 1st July 2022 so you start collecting the data now as any data collated using the existing Universal Analytics method will not be as easily comparable year on year.
GA4 uses a very different data model that means any website tracking will need to be planned and rebuilt which can be time consuming.
There will be a change to dashboards and live reporting in tools like Google Data Studio.
It will affect your Google Adverts.
You will also need time to learn how to use the new system.