The time has come: Google‘s Universal Analytics has had its day – at least in the eye of Google itself. Since its successor Google Analytics 4 was first announced and published in 2020, marketers and analysts have asked themselves: When will the final switch to GA4 take place? And what happens to our data in Universal Analytics afterward?
About two years later, Google finally answered these questions: In the summer of 2023, the lights are going out at Universal Analytics. The specific date varies depending on whether the license-free Universal Analytics or the fee-based GA 360 version has been used. You can read all the details in our guidelines below. There you’ll also find the questions answered, until when your data will be accessible in UA.
With this next generation of its analytics tool, Google wants to take a big step towards more future-proof (and GDPR-compliant) tracking. At the latest now, with about one year to go, it’s time to prepare yourself for switching to Google Analytics 4 (or another tool alternative). Because even though we’d all wish for it, the tracking cannot be easily switched 1 to 1 (or even automatically with a single mouse click) to the successor. Rather, it requires a fundamental rethinking and realignment of the current setup.
To support you with this, our Google specialist have put their heads together and developed a guideline that you can consult for your switch to Google Analytics 4.
In this recommendation you will learn:
The most important hard facts about the imminent end of Universal Analytics
As well as the current status of its successor tool Google Analytics 4.
We’ll also provide you with strategic and operational questions to help you successfully implement Google’s next-generation analytics tool.
Download the complete recommendation for action here
Do you have questions about Google Analytics 4, need support with translating your tracking setup, or with the operative tool implementation and settings adjustment?
Feel free to contact us – our Google experts will be happy to help you with advice, action, and their experience!
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