Google Common Analytics Is Going Away: What You Have to Know


Since 2005, Google Analytics has been the gold commonplace for monitoring web site and advertising and marketing efficiency. Whereas over time, Google has made additions and enhancements to the platform, it introduced final week that will probably be making a elimination:

On 1, July 2023, considered one of its commonest cases of Google Analytics (Common Analytics) shall be going away.

history of google analytics

Now I’ll admit that though I take advantage of Google Analytics daily, I wasn’t positive what any of this meant. Will we use Common Analytics? What precisely is a “property”? How does Analytics 360 match into this image? Assuming I’m not alone in my confusion, I dove in to seek out out and that’s what I’m sharing immediately. Learn on to be taught:

  • What’s altering, why, and when
  • The best way to inform in case your account shall be affected
  • What it’s good to do

What’s altering

  • The straightforward model: Common Analytics is getting changed by Google Analytics 4 beginning July 1, 2023.
  • The official announcement: Google announced that “On July 1, 2023, commonplace Common Analytics properties will now not course of knowledge. You’ll be capable to see your Common Analytics stories for a time period after July 1, 2023. Nonetheless, new knowledge will solely circulation into your GA 4 properties.”

Let’s break this down:

What’s a property?

That is the web site or app that you’re monitoring with Google Analytics. If you’re presently utilizing Common Analytics to trace your web site, this is able to be known as your “Common Analytics property.” When you arrange GA4, you’ll have a “Google Analytics 4 property” for that very same web site. As a result of UA and GA4 are totally different, totally different stories can be found to you for every property. Study extra about Google Analytics properties here

What’s Google Analytics 4?

To know precisely what GA4 is, just a little Google Analytics history lesson is so as.

  • Google Analytics: The very first occasion of Google Analytics, which got here out in 2005 (while you had a Razr flip telephone together with your favourite track as your ringtone).
  • Common Analytics (UA): The brand new and improved model of Google Analytics that got here out in 2012 and have become the default property sort.
  • Google Analytics 360: It is a software program suite that, along with Common Analytics, offers Tag Supervisor, Optimize, Knowledge Studio, Surveys, Attribution, and Viewers Heart. Got here out in 2016.
  • Google Analytics 4: That is the newest model of Google Analytics, which got here out on October 14, 2020.

What’s the distinction between UA and GA4?

Google Analytics 4 doesn’t simply provide extra of what Common Analytics affords. It’s constructed in a different way to align with present and future wants for reporting and privateness. Listed here are a few of the variations and advantages.

  • Occasion-based: Common Analytics is session-based, whereas GA4 is occasion–primarily based. In different phrases, the flexibility to trace occasions like button clicks, video performs, and extra is in-built with GA4, whereas this requires superior setups in UA. This comes from the premise that web page views aren’t the only real vital metric.
  • Cross-device monitoring: UA was constructed round desktop internet site visitors, whereas GA4 provides companies visibility into the shopper journeys throughout all of their web site and apps.
  • Machine studying: GA4 makes use of machine studying know-how to share insights and make predictions.
  • Privateness-friendly: UA knowledge depends closely on cookies, GA 4 doesn’t.

universal analytics vs google analytics 4 - data models

Click to enlarge

You may also learn Google’s explanation of UA vs GA4 here.

How do I do know if I’m utilizing Common Analytics?

Google Analytics 4 got here out on October 14, 2020 and have become the default, so when you created your property after that date, you’re probably utilizing GA4. If you happen to have been utilizing analytics previous to that date, you’re probably utilizing UA.

If you happen to’re unsure, you may check your property type by clicking on the down arrow within the prime left of your account, subsequent to your property identify:

property type in google analytics

Then have a look at your property ID:

property ID in google analytics

  • UA property IDs begin with UA and finish with a quantity.
  • GA 4 properties solely have numbers.

What do I must do?

If you happen to’re presently utilizing Common Analytics, there are three actions to prioritize:

1. Change to GA 4 as quickly as potential

When you have greater than a yr earlier than this modification takes place, it’s greatest to make the swap now so your GA4 account can collect the information wanted for automated insights.

If you’re presently utilizing UA, you’ll need to arrange a GA4 property alongside your present UA property. Use Google’s GA4 Setup Assistant, which supplies you the choice to set it up together with your present tagging.

GA4 property setup assistant

If you happen to run Google Adverts, have ecustom occasions, or use different superior options, discuss with Google’s page on how to switch to Google Analytics 4—which breaks the method down into 12 steps with effort ranges indicated for every step.

steps to migrate to GA4


2. Modify your Google Adverts conversion monitoring

As soon as your GA 4 property is about up, you’ll be capable to view Analytics knowledge in your Google Adverts account.

If in case you have conversion monitoring arrange, it’s best to import Analytics conversions into Google Ads and take away any UA targets to keep away from duplicates.

To import your Analytics conversions, in your Google Adverts account, go to Instruments & Settings > Conversions > Add new conversion motion, and choose Import:

import google analytics conversions to google ads

There you may choose every conversion occasion you need to import.

3. Export historic stories

Google will permit entry to your Common Analytics knowledge for no less than six months after July 1, 2023, throughout which period it’s best to export the information that’s vital to you. There are 3 ways to export:

  • You’ll be able to export particular person stories
  • Use the Google Analytics Reporting API
  • Export to BigQuery

Google Analytics 4, right here we come

I already talked about this nevertheless it’s price mentioning once more: Don’t drag your ft with switching over to GA4. The earlier you begin, the much less historic knowledge you’ll must export come July and the earlier Google’s machine studying can begin surfacing and predicting insights in your account. Keep tuned for extra GA4 suggestions and methods!

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