The current version of Google Analytics will soon be phased out, namely Universal Analytics (UA). Fortunately, there's no reason to panic, because Google already has a replacement ready: Google Analytics 4 (GA4). This upgrade is already available, and in this blog post, we'll tell you everything you need to know about it.
Update: Universal Analytics has been discontinued – GA4 is now the standard. As of July 1, 2023, Universal Analytics (UA) has permanently stopped processing new data. Google Analytics 4 (GA4) is now the standard for web analytics and offers a completely revamped approach to measurement, with a focus on events, cross-platform tracking, and privacy-friendly data analysis.
What's new in Google Analytics 4?
Google Analytics 4 is not an update, but an upgrade. As a result, Google Analytics has a completely different ‘look and feel.’ The new version is built around the Customer Journey. Whereas the current version focuses primarily on users and sessions, the new version will primarily measure events. Every interaction a visitor has with the website or app will be measured as an ‘event.’ This gives you even better insight into your visitors’ behavior and usage.
An upgrade was needed
Universal Analytics is being phased out because this immensely popular version has been around for a very long time. Google has therefore created a completely new version to adapt to changing times (privacy laws, cookie blockers, etc.). This entirely new version is future-proof and takes the user’s privacy into account. It uses artificial intelligence to improve the accuracy of data sets and is capable of tracking both web and mobile apps.
Be on time: Now is the time
On July 1, 2023, Google will permanently discontinue support for and operation of Universal Analytics. This means that data will no longer be tracked after that date. However, the old version will remain available for another 6 months. Since you can use the old and new versions side by side, it’s best to activate Google Analytics 4 now to start building up data.
A few more tips for getting started with Google Analytics 4
- Set up your new version for optimal performance. Be sure to think about setting new goals. It’s the perfect time to see what you can improve!
- Unfortunately, it's not possible to simply transfer your data, but you can download it.
- Don't stop using Universal Analytics right away; instead, start comparing the two data streams.
- Experiment with new features and metrics!
