Google Set to Retire Universal Analytics in 2023

Back in 2020, Google announced Google Analytics 4 and we covered what it is and what it meant at the time.

At the time, Google put it on our radar that a new version of Google Analytics was on the horizon. Yesterday, they announced that they will stop processing any new hits from July 1 2023. So, from next year, the Google Analytics we digital marketers know and love will cease to exist.

In this article, we explain the impacts and benefits of the changeover and the steps you should take to help you properly prepare.

New tracking triggers and a modernised measurement model

The good news is that the new version of Google Analytics is built with GDPR and privacy in mind. No longer will it rely on I.P address as a mechanism for tracking, and using cookies will be a thing of the past.

The underlying measurement model is also changing to a more modern, event-based measurement model that comes with undeniable benefits.

Once Universal Analytics is no longer supported by Google, you will have access to your data for 6 months.

The knock-on effects to your Google Ads campaigns

If you are a PPC practitioner and rely on Google Ads and Analytics linking, it’s important to note that after July 1^st 2023, your Ads campaigns could be affected (as reported by Google) if you are:

• Bidding on imported Universal Analytics goals or ecommerce transactions
• Using a Universal Analytics audience in your campaigns
• Importing Universal Analytics site metrics

How the switch to GA4 can improve your marketing efforts

• Machine learning will be at the core of GA4, which in turn should drive greater ROI when it comes to your marketing efforts. Through Google’s machines learning algorithms, you’ll get more detailed insights to help you make more informed decisions.
• Google Analytics 4 will work synergistically across your websites and apps to give you a more complete view of how your customers interact with your business across various platforms.
• GA4 has been designed with privacy in mind and it will work with or without cookies or identifiers. Google will use modelling (Google Signals) to fill in any gaps in information when you can’t use cookies.
• New features previously only on Analytics 360 will now filter down to the free version of Google Analytics.

So, what are your next steps?

I’m not usually a betting man, but I’d wager that a lot of marketers will be resistant to the switch to GA4, or otherwise may not feel equipped to properly prepare for the switchover.

However, with 15 months to go until UA is no longer supported, now is the ideal time implement the new version of Google Analytics on your website.

Start tracking the KPI’s that matter to your business and build up your historical data. Don’t be afraid to get familiar with the interface and new powers of GA4 because, as the saying goes, “change is inevitable, growth is optional.”

If you’re a PPC practitioner looking to ensure a smooth transition, Google recommends that you:

• Migrate your Universal Analytics property’s Google Ads links to your Google Analytics 4 property >
• Import Analytics conversion into google ads >
• Add google analytics 4 audience to campaigns or ad groups >

How we can help

We are always here to help if you need some support navigating the hurdles of implementing Google Analytics 4.

If this is something you’d like more information about, or if you have any questions or concerns, please do get in touch.