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Google turns off Universal Analytics

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Google turns off Universal Analytics

Google has announced plans to retire Universal Analytics and replace it with Google Analytics 4 (GA4) by October 1, 2023.

Google has announced plans to retire Universal Analytics and replace it with Google Analytics 4 (GA4) by October 1, 2023. All Universal Analytics properties will no longer collect data as of this date.

Individuals and businesses that wish to continue using Google Analytics to track their metrics after this date will need to upgrade to Google Analytics 4.

Switching to GA4


Google has made numerous updates to its Analytics program over the past two decades. And unlike previous updates, Google will no longer support older versions of its tracking code with each new release.

So why is Google abandoning Universal Analytics?

Google is changing the way it collects and processes user data. In short, this is a massive change.

With Universal Analytics, Google relied primarily on cookies and user sessions to collect data. As technology has evolved, this method has proven to be obsolete, inaccurate and contrary to privacy protection in some countries.

With GA4, however, the approach is different. Instead of relying on cookies and browser sessions, GA4 uses events to capture data and provide this information on the analytics dashboard. And unlike Universal Analytics, GA4 does not store users’ IP addresses.

Benefits of migrating to GA4 :
– Cookie-free data collection and improved privacy controls
– Better access to predictive information
– Data-driven attribution can lead to more accurate ROI calculations.

What’s next?

The migration to GA4 is inevitable. And it’s best to start planning it early so you don’t interrupt your analytical tracking.

To ensure that the transition is smooth and seamless, we recommend that you approach it in stages.

It is important to keep in mind that historical data will only be available once you have implemented GA4 on your website and applications.

Transition steps:

To ensure a smooth transition to GA4, we recommend:

  • Develop a plan to manage the migration.
    Before starting the process, determine what needs to be measured and why before implementing GA4. Get outside help from SiteCare if you think your team needs help.
  • Understand your customers’ behavior and preferences
    Study your customers’ behavior and preferences across different touch points to help you get the most out of GA4.
  • Configure GA4 on your website and applications
  • Know your privacy limits
    If you violate your users’ privacy, you risk losing their trust in your company and incurring legal consequences. Fortunately, GA4 offers many privacy controls. However, it is always important to know your privacy limits and government regulations.Create an implementation plan
  • Once you have determined the indicators you want to track, the next thing to do is to document the steps to track them.
  • Test
    You want to be sure that GA4 works as it should when implemented on your properties, and the best way to do that is to run tests to confirm the accuracy of event tracking.
  • Train your team
    Adopting new technologies and processes can be a challenge. Offer a training session, informational guides and videos to your team so they can understand what the GA4 changes will mean for them.
  • Disable Universal Analytics
    Remove all legacy code and API connections to use GA4 once testing and training have proven successful.
  • We understand that Google Analytics is an essential part of reporting for many of our clients. We highly recommend starting the migration process as soon as possible to give your team time to familiarize themselves with the new reports and avoid the last minute rush to GA4.

Our WordPress experts can help you make the transition to GA4


Visit My WP Sitecare today, or call us to talk about all things WordPress! Our experts are here to simplify the management of your website, whether you need a complete redesign or a quick change. We offer no-obligation maintenance plans that are accessible to all budgets. We will help you find the right solution to meet your requirements, without having to draw up a contract.

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