You may have received an email from Google saying it is time to migrate your website to GA4. This is because on July 1, 2023, Google’s website analytics tool, Universal Analytics (UA), will no longer exist. To avoid data loss, you will need to upgrade your website to Google Analytics 4. This article explains what Google Analytics is, why it is changing, and how the upgrade will benefit your business.
What is Google Analytics?
Google Analytics is a powerful website tool originally launched in 2005 under the name Urchin by Urchin Software Corporation. Google purchased the tool not long after and renamed it Google Analytics. Once a Google Analytics tracking code is installed on a website, it analyzes visitor traffic and behavior, including user demographics, traffic sources, page views, conversion rates, and more. These insights help businesses make data-driven decisions that:
- Optimize Website Performance
- Enhance the User Experience
- Boost Conversions
- Increase ROI
Why Google Analytics is Changing
The digital landscape continues to evolve with user interactions expanding beyond traditional websites to include mobile apps, voice search, and data transmitting loT devices (e.g. fitness trackers, smart door locks, smart security systems, etc.) Google's Universal Analytics was primarily designed for website tracking and simply can’t provide comprehensive insights into the full user journey. Drumroll, please . . . This is where GA4 comes in.
Introducing GA4
Google Analytics GA4 is designed to address the shortcomings of Universal Analytics and align with the changing digital landscape. It provides a more comprehensive approach to data analysis, incorporating multiple touchpoints and capturing user interactions across various platforms. GA4 offers improved cross-device tracking, enhanced event modeling, and advanced machine-learning capabilities. It also includes built-in, customer-centric privacy controls in alignment with Google’s elimination of third-party cookies in Chrome.
Key Benefits of GA4:
Improved User Journey Analysis: GA4's enhanced tracking capabilities enable businesses to gain a deeper understanding of the customer journey across multiple touchpoints. This comprehensive view allows for better insights into user behavior, helping organizations optimize marketing strategies and improve user experiences.
Cross-Platform Tracking: GA4 consolidates data from websites, mobile apps, and other digital platforms to provide a holistic view of user interactions. This cross-platform tracking empowers businesses to analyze and compare user engagement across different channels, leading to more accurate attribution and effective marketing strategies.
Future-Proofing: As technology continues to evolve, GA4's architecture is designed to adapt and scale accordingly. It ensures businesses remain prepared for emerging trends and changes in the digital landscape, providing a solid foundation for long-term growth.
If you do not upgrade your website analytics to GA4, your data tracking will cease. If you are a Sprout SEO client, there is no need to worry. We are managing the migration for you.
Migrating Your Website to GA4
Transitioning from Universal Analytics to Google Analytics GA4 is a significant step forward in your company’s website data analysis. It will provide you with a holistic view of user interactions, help you optimize your marketing strategies, and future-proof your analytics infrastructure.
What About My Historical Data?
You will have access to your historical analytics data (monthly visitors and their geo locations, landing page visits, visit sources, etc.) through the end of 2023. Unfortunately, your historical analytics data cannot be migrated to GA4. This is because GA4 uses a different data model than the previous version. Google encourages users to export their historical data, but the process is time-consuming and a bit tricky. While there is a tool for this, it is costly, making it inaccessible to smaller organizations. Rest assured, Sprout is working on a cost-effective solution so we can preserve your pre-GA4 data.
Get Help With Your Website's GA4 Migration
Universal Analytics will be gone on July 1, 2023, so don’t delay transitioning your data. If you are not able to do it yourself Sprout can manage the migration for you for a nominal fee. Contact our expert team to learn more.