If you own or manage a website, you most likely use Google Analytics to track and measure visitor activity. And if that website is more than a few years old, chances are you are using a version of Google Analytics that will stop processing your website's activity in less than a 100 days.
On July 1st, 2023, Google will sunset Universal Analytics and it's crucial for all businesses and individuals with websites to migrate to GA4 – Google Analytics 4.
GA4 is the latest version of Google Analytics. It is a major update from Universal Analytics (UA) and was first introduced in October 2020. GA4 provides a more advanced and flexible approach to tracking website and app data, focusing on user-centric analytics and machine learning.
GA4 is designed to provide a more comprehensive understanding of user behavior, allowing businesses to gain insights into customer journeys across multiple devices and platforms. It also provides more data on user demographics, interests, and preferences which enables businesses to tailor their marketing strategies to better reach their target audience.
One of the key features of GA4 is its event-based tracking, which allows businesses to track and analyze specific user interactions on their website or app, such as clicks, form submissions, and video views. It also uses machine learning to provide better cross-device tracking and more accurate attribution modeling.
Overall, GA4 is a significant update from UA and provides businesses with a more advanced and flexible approach to tracking website and app data, enabling them to gain deeper insights into user behavior and improve their marketing strategies.
There are several reasons why you should consider updating your website's tracking from Universal Analytics (UA) to Google Analytics 4 (GA4).
More than anything else, the biggest reason to switch is because Google will stop processing data with Universal Analytics tracking this July. Overall, upgrading to GA4 will provide you with a more comprehensive and accurate picture of how users interact with your website, help you comply with privacy regulations, and ensure that you are prepared for the future of digital analytics.
Migrating your website to GA4 is relatively easy; however, please contact Promerix if you should need any assistance or guidance in properly setting up your GA4 property and tracking code.