Key Google Analytics sunset dates

Google will sunset Universal Analytics (“UA”) and Google Analytics 360 (“GA 360”) in 2023.

They will stop processing new hits in Universal Analytics from 1st July 2023 and Google Analytics 360 from 1st Oct 2023.

This means new data sent to Google Analytics will not be processed; though you will still be able to access your processed data and reports for at least six months afterwards.

You can read more about Google’s announcement here.

 

What do you need to do?

If you haven’t yet started to plan a Google Analytics 4 (“GA4”) implementation, you should do so over the coming months.

There are lots of guides online, or navigate to the admin section of in your current GA property and follow the link.

It would make sense for you to use this opportunity to audit what you have today, run a discovery process to identify new requirements and make sure GA4 is the best deployment you can achieve.

Please get in touch with 120Feet if you would like to speak with us about GA4 planning and configuration support services.

 

Why migrate to GA4?

Firstly, unless you want to migrate to Adobe Analytics (a more realistic conversation for GA 360 not UA customers) or another tool, you have no choice.

However, on the plus side migrating to GA4 brings several worthwhile benefits meaning it will be worth the effort.

Designed with privacy at its core with more comprehensive and granular controls for data collection and usage, GA4 has:

  • Simplified configuration of goals and events
  • Enhanced visualisations and reporting
  • UA was focused on desktop data whilst GA4 is for desktop and mobile app
  • Better user journey capability
  • An improved Google user interface
  • Predictive analytics capability
  • Access to more custom dimensions and custom metrics
  • Free connection to BigQuery
  • More powerful audiences for your ad campaigns

 

You have plenty of time, so don’t panic and make sure you get it right.

Please get in touch with 120Feet if you would like to speak with us about GA4 planning and configuration support services.