Google is finally phasing out Universal Analytics on July 1, 2023. This will make the implementation of Google Analytics 4 mandatory for website operators. However, you should not wait until next year to make the switch.
Alphabet introduced Google Analytics 4 over two years ago, back then under the name "Google Analytics App + Web Property". It was intended to offer more flexibility and make it possible to measure a variety of different types of data. The analysis should make it easier than in the past to see consistent user journeys across all websites and apps. Google Analytics 4 also uses machine learning routines to gain new insights and predict behavior.
Analytics 4 Properties not only enable cross-platform tracking, but also offer all kinds of additional features and differ both visually and technically from the usual Universal Analytics. The focus is less on classic session tracking and more on user behavior and events. There are also suitable real-time reports, which are presented graphically on the one hand and offer more detailed breakdowns with the help of filters on the other.
Waterfall principle and user tracking
With cross-platform tracking, apps and websites can be tracked in the same property and automated event tracking can be measured without code adjustments. Funnel reports are also available, which can be individually filtered and compiled and are no longer only available for e-commerce data. User tracking has also been improved. With Universal Analytics, you either had to store your own user ID or rely on the tracking cookie. The new properties work according to the waterfall principle. If no user ID is provided, Analytics 4 automatically uses Google Signals data. If this is also not available, the device or cookie ID is used. Finally, cross-domain tracking is also available. The new feature is that it can be configured directly in the Analytics interface without any code adjustments.
Google announces that Universal Analytics properties will no longer process new hits from July 1, 2023 Universal Analytics 360 properties will continue to be used until October 1, 2023. Website and app operators should not wait until then, even if the historical data will still be available for at least six months after that. provided become. It makes sense to make the switch at an early stage and gain experience in Google Analytics 4.
Are you still using Universal Analytics? We help you with the Changeover.
Leave a Reply