Google Universal Analytics has been a go-to tool for businesses of all sizes for tracking website and app performance. However, Google has announced that it will stop processing new hits for Universal Analytics on July 1, 2023. This means that businesses that rely on this tool will need to switch to Google Analytics 4 or GA4, the newest version of the tool.
What is Google Universal Analytics?
Google Universal Analytics is a web analytics tool that allows businesses to track website performance, user behavior, and conversions. It works by placing a tracking code on each website page. This code captures data such as page views, session duration, bounce rate, and more. The tool also provides reports that help businesses analyze website traffic and make data-driven decisions.
What is Google Analytics 4?
, or GA4, is the newest version of the web analytics tool. It was released in 2020 and is designed to provide a more comprehensive view of user behavior across different devices and platforms. Unlike Universal Analytics, GA4 uses an event-driven data model, which allows businesses to track more granular data such as scroll depth, video engagement, and file downloads. It also uses machine learning to provide insights about user behavior and predictive metrics.
Why is Google Universal Analytics Being Phased Out?
Google Universal Analytics is being phased out because it uses an outdated data model and does not support cross-device tracking. In simpler terms, it's like using a flip phone in 2023.
Businesses using Universal Analytics must get a complete picture of user behavior across different devices, such as smartphones and tablets. GA4, on the other hand, provides a more comprehensive view of user behavior and is designed to work seamlessly across different devices and platforms.
Universal Analytics VS GA4
One of the biggest differences between Universal Analytics and GA4 is how they track data. Universal Analytics uses a pageview-based model, meaning it tracks data on each page a user visits on your website. GA4, on the other hand, uses an event-based model, which means it collects data based on each user's interaction with your website. Think of it like this: with Universal Analytics, you're tracking the number of pages a user views on your website, whereas, with GA4, you're tracking each action a user takes, like clicking a button or watching a video.
What Should Businesses Do?
Businesses using Universal Analytics should start planning their transition to GA4 as soon as possible. Google has made the transition as easy as possible for you. It recommends businesses create a new GA4 property and run it alongside their existing Universal Analytics property to ensure a smooth transition. Companies should also review their website and app tracking to ensure they capture all the necessary data.
Follow these steps to setup a GA4 property:
- Sign into your Google Analytics account at analytics.google.com using your Google credentials.
- Click on the "Admin" tab in the lower left-hand navigation menu.
- It is important to select the appropriate account in the "Account" column to ensure the account you desire is selected. If you only have one Google Analytics account, it is already selected for you.
- Under the "Property" column, click "GA4 Setup Assistant." This option may not be available if you already use Google Analytics 4.
- Click on the Get Started button under "I want to create a new Google Analytics 4 property" and follow Google’s instructions.
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A Smart Move for Businesses to Stay Ahead in the Online Game
The deadline to implement GA4, July 1, 2023, is rapidly approaching. Although it may involve some effort and a learning curve, businesses must embrace the latest technology to enhance their online presence and remain competitive. Failure to take action and transition to GA4 could result in the loss of valuable data collected by Google Analytics. Therefore, companies must act promptly and make the necessary changes to maintain their data-tracking capabilities and gain insights into user behavior.
