In 2023, Google Analytics will be replaced by a new iteration which will be known as Google Analytics 4.  GA4 will be substantially different than the current UA-based GA and requires changes to the site code, tagging and integrations. In light of this, we wanted to reach out to ensure your team is aware of this coming change and start preparing for it by initiating client conversations.

Some basic points to address: 

• Is the client planning for or has already begun migration to the new GA4? 
  • Ideally, GA4 would be setup ahead of the sunset dates, while also concurrently running alongside the old UA-based GA so that testing can be done to compare that the data is stable and tracking correctly.
• Ensure there are specific lists of conversions/KPIs to be setup in GA4 to prevent loss of data.
• The client will need to provide GA4 mappings for each account in order for us to integrate with Google Ads and SA360.
  • This mapping should include the name of the property, not just the new “measurement IDs” (e.g. G-12345465786) which cannot be searched and located under a specific GA property without manual effort.

Key dates:
7/1/23 – GA will stop processing data for users of the free version, Universal Analytics (UA).
10/1/23 – GA will stop processing data for Analytics 360 (paid version GA).
1/1/24 – Stored UA data will be deleted and no longer accessible.
1/1/24 – Stored GA360 data will be deleted and no longer accessible.

*While reporting data will be available for at least 6 months after the sunset date, you should plan to export historical data during this time frame or earlier.*

See more info here - https://support.google.com/analytics/answer/11583528

Additional Resources:

What is GA4?

Google Analytics 4 is a new property designed for the future of measurement: 

• Collects both website and app data to better understand the customer journey.
• Uses event-based data instead of session-based.
• Includes privacy controls such as cookie-less measurement, and behavioral and conversion modeling.
• Predictive capabilities offer guidance without complex models.
• Direct integrations to media platforms help drive actions on your website or app.

Important Callouts & Helpful Links:

• Differences in UA & GA4 metrics - https://support.google.com/analytics/answer/11986666?hl=en&ref_topic=10737980#zippy=%2Cin-this-article
• Goals are changing into conversion events- see event migration guide - https://support.google.com/analytics/topic/11091421?hl=en&ref_topic=10737980
• Data Importing - https://support.google.com/analytics/answer/10071301?hl=en&ref_topic=10054560
• GA4 limits you to 30 conversions per property.
• GA4 will not have views like UA currently does.