All customers of Google Analytics should begin moving over to Google Analytics 4 (GA4) in advance of next summer.

By 1 July 2023, Google’s existing platform, called Universal Analytics, will stop processing new data, which means that your account will no longer provide insights or show traffic. Before this date, existing customers will need to move across to Google’s new platform – called Google Analytics 4.

The updated version offers improved machine learning and reporting, new direct integrations, and the ability to collect both website and app data. It is designed to adapt to the changes in both online privacy (offering cookieless measuring for the GDPR) and technology, as well as providing a better understanding of the customer’s journey across different platforms.

Although the final switch is over six months away, you should be planning the move soon: the earlier you migrate your data across, the more historical data and insights will be available in the new platform.

GA4 can be added alongside your existing set up. Until the beginning of July, this means that both Universal Analytics and Google Analytics will collect data, and you can take your time getting to know the different functions and ways of reporting in the new system. The two versions of analytics can be accessed using the “property selector” in your Google Analytics admin area.

If you need support migrating to GA4 or setting up a new Google Analytics account, please contact us.