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Time to move from Universal Google Analytics to Google Analytics 4

Small business owners who have been using Universal Google Analytics all these years must now move on to Google Analytics 4 or GA 4.

Google has announced that it is sunsetting the traditional, Universal Google Analytics and you have only up to 1 July 2023 to make your move towards GA 4.

It means that from 1 July 2023, Google Universal Analytics will stop processing new user data.

However, those who are using Universal Analytics 360, will get an extra three months, up to 1 October 2023, to use Universal Analytics.

Reason for moving away from Universal Analytics

Google Analytics 4 has been fully functional for the past two years and Google has been constantly asking website owners to move to this platform.

Google says that GA 4 has greater ability to deliver cross-platform insights across websites and apps. This feature is missing in Universal Analytics.

Google is of the opinion that the technology based on which Universal Analytics is built has become obsolete. Universal Analytics uses a cookie-based system to track data, while GA 4 uses event-based data modelling.

The GA 4 system offers more privacy protection as it won’t track IP addresses that could be used to track the users.

Why use GA 4?

Other than the obvious reason that Google no longer supports Universal Analytics, and you must move to GA 4, there are many advantages for GA 4 over Universal Analytics.

Cross-platform model – Unlike Universal Analytics, GA 4 uses the cross-platform model for data tracking. That means, you don’t need separate tracking codes for the web and app platforms.

Machine learning – GA 4 uses machine learning for generating predictive insights about user behaviour and conversions. Therefore, you will get a more critical idea about how your users interact with your digital assets.

Better data for Google Ads – GA 4 can produce more actionable data so that you can easily optimise your Google Ads campaigns.

What small business websites must do?

If your website doesn’t have the GA 4 set up, then this is the time to do it. Create GA 4 tracking code and add it to the website.

There is a possibility that you have both Universal Analytics and GA 4 already being set up. Check if it is there, otherwise add it if you don’t already have GA 4.

If you don’t know how to create a GA 4 analytics and add it to the website, take the services of an expert SEO consultant.