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Migrating to Google Analytics 4: Is Now the Right Time?

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The most popular traffic measurement tool in the world, Google Analytics, is probably already known to you if you're reading this article. You're presumably also aware of the huge transformation that will take place in 2023. Yes! Google revealed in March that a newer version of Google Analytics Universal, also known as Universal Analytics, would take its place in 2023.

After July 1, 2023, you will be able to access your Universal Analytics reports for a while. However, only Google Analytics 4 properties will receive fresh data (GA4). Google will discontinue support and tracking for Universal Analytics, which has served as the primary reporting tool for numerous websites since 2012, as part of this shift.

We shall give a larger perspective of what you should know about Google Analytics 4 in this article (or GA4). This is so that you may effectively set up your group and business to smoothly switch to the upgraded platform. Continue reading to learn more.

What is GA4?

To begin with, Google Analytics was introduced back in 2005. It provides resources to help companies learn more about website traffic. With a special tracking ID, Google Analytics can track anything, including a website, a mobile app, or a blog. Property refers to anything you are keeping an eye on. The tool for traffic analysis that is now used the most around the globe is Google Analytics.

Google Analytics is used by 55% of websites, according to research. Really impressive, no? However, you begin to appreciate how significant Google Analytics' market share is when you consider that more than one-third of all websites lack tracking capabilities. Since Google dominates so many facets of the internet, any change it announces is sure to cause a stir. And upgrading to Google Analytics' fourth edition is also a common practise.

According to Google, historical data from Universal Analytics will be available for "at least six months" following its retirement in July 2023. After that, a future date for when existing Universal Analytics properties won't be accessible will be published in the following months. After this time, it won't be possible to view your Universal Analytics reports on the Analytics interface or have access to your data using the API.

Despite the fact that 2023 may seem like a long time away, you should start preparing now rather than later, especially if crucial year-over-year (YoY) indicators must be recorded continuously.

How is GA4 different from the last GA platform change?

It was quite easy to switch from GA Classic to Universal Analytics. Simply updating the tracking code on your website was all that was required. Your data does not change. The metrics and user interface are both unchanged. Event-driven tagging is used. Planning for tags is essential, and best practises must be used.

How are GA Universal and GA4 different?

You might need some time to get used to certain important changes Google made in GA4. Among these modifications are:

  • * The bounce rate has decreased

  • * GA4 model measurement is based on events and is flexible

  • * Many of the common reports you are used to using are not available in GA4


GA4 is essentially an upgraded version of GA. The GA4 reinvents how website engagement is tracked and measured. Although there are some noticeable differences between the two, you may quickly become accustomed to the new version with the right information and practise.

For professional assistance in migrating from Google’s Universal Analytics to the new Google Analytics 4, get in touch with an award winning Gold Coast SEO company. If you operate an online store, ensure that you are making the most of Analytics through the use of eCommerce SEO services and Google Ads.


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