How to prepare your business for the transition to Google Analytics 4
On March 16, Google announced the end of its historic Web analytics tools: Universal Analytics (UA) will cease functioning in July 2023, and Analytics 360 (A360) will sunset in October 2023. From those dates onward, Google Analytics 4 (GA4) will become the default tool for analyzing data across your various digital platforms.
This change will have a significant impact on data analytics roles. For instance, after July 2023, it will be impossible to capture any data with UA. Six months later, all data collected through UA will disappear (estimated at the end of 2023 or early 2024, with Google yet to specify the exact date). If you have Google Data Studio dashboards connected to UA properties, they will no longer display data.
Although UA’s end is more than a year away, it is crucial—if not essential—for businesses to start planning and preparing for this transition now.
An Evolution in Web Data Analytics
The shift to GA4 reflects the changing landscape of digital data analysis over recent years:
- An increase in data volume;
- A multiplication of platforms to measure;
- An evolution in data protection rules and best practices.
GA4 is based on recent technologies, while previous versions are over 15 years old. GA4 has a logical, structured, and well-thought-out data schema and has been available for over two years.
The Benefits of Google Analytics 4
GA4, designed in an entirely new way compared to previous versions, brings numerous advantages:
- Provides a better understanding of your customers' full lifecycle, from acquisition to retention, by synthesizing data from both your websites and applications;
- Functions with or without cookies or identifiers, allowing you to learn about your customers even with missing data;
- Highlights conversion levers for your clients while respecting their privacy;
- Utilizes machine learning technology to help anticipate behaviors more accurately and reach prospects most likely to convert;
- Allows better integration with other Google analysis tools: Google Ads, Google Marketing Platform, etc.;
- Offers improved structuring of your campaign parameters, with, for example, more audiences and types of conversions available.
How to Prepare for Migration to GA4
Although the end of Universal Analytics and Analytics 360 is over a year away, it’s essential to begin preparing now, as GA4 has been available for more than two years. Here are some expert tips:
- GA4 is an entirely different tool from UA, which means a new way of thinking about data analysis, interpreting results, and, therefore, an adjustment period for all resources (learning curve);
- GA4 data is structured differently, requiring data collection adjustments starting now;
- Certain metrics are worth analyzing year-over-year. It’s important to begin accumulating data in GA4 now to have comparisons available when Universal Analytics disappears;
- This can also help you clean up your current data to start with a fresh foundation.
In summary, GA4 represents a major evolution, a new chapter in data intelligence and the optimization of your digital marketing campaigns. It’s almost a reset of the best practices used in recent years. The best way to prepare is to rethink your data approach, adapt your practices, and train your teams.
At Tink, we’ve already supported major local companies in this transition, such as Metro and VIA Rail. Whether through strategic advice or operational support, our teams are available to assist you in this historic and essential transition to ensure the continuity of your campaigns. Don’t hesitate to consult our offerings in data science and customer intelligence, or contact us with any questions or project ideas.
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