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Google Analytics 4 to Replace Universal Analytics

Google recently announced that it would be replacing Universal Analytics with its next-generation web analytics tool Google Analytics 4 (GA4). If your website runs Google Analytics, it’s time to transition over to GA4 before Google completely phases out Universal Analytics at the end of June 2023.

What are the benefits of GA4?

According to Google, GA4 has several distinct advantages over Universal Analytics. The first advantage is that this update will provide more advanced security settings for Analytics users.

Google Analytics 4 will also facilitate a more seamless integration with Google advertising platforms to better optimize campaign performance. This will allow users to better track, and manage, advertising campaigns for their business.

Lastly, GA4 will use machine learning to uncover customer journey insights. This advanced diagnostic tool will be able to provide more data than ever before on the user’s experience using your website.

When is it Time to Make the Transition?

The search engine giant has recommended users who still rely on Universal Analytics complete their transition to Google Analytics 4 as soon as possible to avoid missing out on important website performance insights. Another thing to consider is that Google Analytics does not track data retroactively, so the sooner you connect GA4 the more valuable data you’ll have.

Google says users will still be able to access their previously processed data in Universal Analytics for at least six months, providing this period of layover for users to export any historical data that they may want to keep before it all goes away in July 2023.

We still don’t know exactly when Universal Analytics properties will no longer be available; Google is expected to announce this sometime in 2022.

Which Version of Analytics Are You Using?

If you created your Google Analytics property before October 14, 2020, you are likely using Universal Analytics and should make the switch before July 1, 2023. Analytics accounts created after this date may have also had a GA4 property created.

To check to see if your Google Analytics is set up for GA4, check your account’s properties list for a GA4 property. As seen in the image below, if your website has a GA4 property, check for a green “connected” status to ensure that it is installed correctly and properly tracking.

If you are having trouble installing GA4 or need assistance ensuring that your website is ready for the transition to Google Analytics 4, reach out to an SEO company near you.

Our team of SEO experts at WSI Smart Marketing is on top of the ever-changing world of digital marketing. We make sure that our client’s websites are ready for the next big update to ensure their SEO campaign continues to thrive despite a major online change.

We stay up to date with online trends and changes so that you don’t have to. If you have questions about GA4 or are looking for an SEO company to assist with your online marketing, contact us today at (707) 843-3714.


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