In March, Google Analytics let us know that Universal Analytics will be going away. AND a lot of marketing news outlets made it a much bigger deal than it really is.
So, lets all breathe a sigh of relief ...
We will (easily) just get the replacement of UA, it's called Google Analytics 4 on July 1, 2023.
WHAT YOU NEED TO DO:
- I recommend that you prepare to use Google Analytics 4 before this happens so you can get used to is and see the difference in data.
- Also, download all analytics you need from UA since we don't know exactly how long you'll have access to it. Right now Google is saying you'll be able to access data "for at least 6 months".
WHAT'S THE DIFFERENCE BETWEEN UA AND GA4:
- Event-based: UA is session based, GA4 is event-based. The ability to track events like button clicks, video plays, and more is built in with GA4, with UA it required special set up.
- Cross-device tracking: UA was built around desktop traffic, while GA4 gives visibility into customer journeys across all of their website and apps.
- Privacy: UA data relies heavily on cookies, and as us marketers are painfully aware, these are going away and/or changing, so GA4 does not.
- Machine learning: GA4 uses machine learning for insights and predictions.
Onward and upwards ....