Google Analytics 4 is just around the corner, so it’s time to prepare for a strategy switch-up. On the back of Google’s announcement to replace Universal Analytics on the 1st of July 2023, the way we track our site success is about to evolve.
While we still have a few months before the big switch, it’s time to start gearing up your marketing team for a GA4 future. Bringing new complexities to data collection, new levels of software security and multi-device accessibility, the shift from Universal Analytics to GA4 will not be an overnight process.
Stick with us as we walk you through GA4’s exciting new features and reveal how your marketing team can prepare for an exciting data-driven transformation.
Has Universal Analytics become obsolete?
According to experts from W3techs, over 56% of all Google Analytics users employ the software to track session duration and page bounce rate. However, using the Universal version, many of those online measurements have been anchored to desktop-specific insights.
“Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies,” claims Google’s Product Management Director, Russell Ketchum. “This measurement methodology is quickly becoming obsolete.”
In a new online landscape dominated by new digital devices and the first-party future for cookie collection, Universal Google Analytics is due for a mass upgrade. In order to serve a...
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