Google Sunsets Universal Analytics, Migrates to GA4
Google has announced the end of Universal Analytics, its long-standing web analytics service. Starting July 1, 2023, Google will stop processing new hits through Universal Analytics, with Universal Analytics 360 properties having until October 1, 2023. The tech giant is replacing it with Google Analytics 4 (GA4), which was launched in 2020 but has faced some teething issues.
GA4 operates differently from its predecessor. It's designed to work across platforms, not relying solely on cookies, and uses an event-based data model. This shift aims to address privacy concerns and adapt to a changing digital landscape.
Wheelhouse, a modern CMS and creative agency, is offering seamless integration with GA4. They help clients generate more traffic by leveraging GA4's capabilities. Google has also made the integration process simple, with users able to copy-paste their GA4 ID for a smooth transition.
However, the shift to GA4 has left some webmasters puzzled about historical datasets. Google has not provided a specific method to view legacy data in GA4, and it's believed that historical data from Universal Analytics will not be migrated and may be lost after the switchover.
To prepare for the change, webmasters are advised to start configuring their sites for GA4 as soon as possible. This will ensure they have year-over-year data in place by the time the switchover occurs.
The sunset of Universal Analytics marks a significant change in Google's web analytics offerings. While GA4 promises a more future-proof and privacy-conscious approach, webmasters must act promptly to ensure a smooth transition and preserve their historical data.
