Rest in Peace: Universal Analytics
Benno Purin
Director Clients & Operations, Co-Founder @ Digit-One
It's confirmed: "Google Analytics 4" (GA4) will completely replace the widely used "Google Universal Analytics" (UA), which has been around since 2013. What the differences are, why this is happening and how best to handle it — that's what this blog post is about.
Google Analytics 4 (GA4)
Google Analytics 4 isn't fundamentally new. The first beta version was launched for a wide audience back in October 2020. But with the decision to pull the plug on the existing data collection and analytics tool Universal Analytics on 1 July 2023, quite a lot changes.
With that firm end date in mind, it's worth making the switch to the new tool as soon as possible — to gather first experiences with it, to test the implementation thoroughly and to avoid losing data.
What does the shutdown of Universal Analytics mean?
The shutdown of Google Analytics on 1 July 2023 means first and foremost that data can still be collected up to that point. After that, collecting data via UA is no longer possible. The data already collected can then still be viewed for a further six months, so until 1 January 2024, before UA is deactivated completely.
The data collected up to the switch is not automatically transferred to a newly created GA4 property. So the recommendation is to export and transfer the collected data after the switch. The drawback: such a transfer is only possible via the paid "Analytics 360".
Where exactly is the difference between Google Analytics 4 and Universal Analytics?
The focus set in each version's dashboard is entirely different. Where Universal Analytics concentrated heavily on sessions, the new GA4 version focuses on the users themselves.
Filtering
View-level filtering disappears in GA4. In return, far more extensive and more targeted filtering is possible within the reports.
Analysis
The options for extending analysis and making it more complex, in order to get more detailed reports, are being expanded considerably.
Standardisation
The various KPIs such as interactions, clicks, scrolls and page views are increasingly standardised
Visualisation
The new analysis options also bring new possibilities
You can also define your own goals and set them up as events.
So what are the operational advantages of Google Analytics 4?
Working with the analytics tools, several advantages of Google Analytics 4 are clearly noticeable.
Consent:
With GA4 it will be possible to collect data "cookieless" as well. That has a positive effect on user privacy and ensures no user data slips through the net.
Anonymisation
Anonymising users' IP addresses is standard in GA4
Modelling
Where data sets are incomplete, Google closes the gaps using modelling approaches
Analyses
A wide range of new visualisation options means scatter plots, funnel visualisations and pivot tables can be created in future, so the data can be analysed better
Data streams
Up to five events, such as page views, can be tracked automatically with GA4. Further events can also be maintained manually
Administration
With GA4 it's easier to administer the collection, retention, sharing and deletion of data sets
There's certainly no reason to panic. In most cases, switching from UA to GA4 is no problem at all. Even so, an early switch is advisable so there's enough time to create, implement and test a well-planned tracking concept.
Now is the perfect moment! We're happy to help.
Digit-One tip: it doesn't always have to be Google
Alongside Analytics there are numerous other data collection and analytics tools which, depending on your requirements, may be sufficient or even a better fit for your niche. Before switching, do look into whether you want your user data sitting with Google.
This tool helps you keep track: https://analytics.rip/