Google Analytics closing – Welcome to GA4

Google Analytics 4 (GA4) migration deadline

You may have already heard that Google Universal Analytics is being replaced with Google Analytics 4, also called GA4.

If not, I want to highlight that the deadline for the switch is July 1, 2023. It is therefore important that you switch to the new Analytics 4 before then if you want to keep your historical data from your old Analytics property.

GA4 takes over from the previous version of Analytics, which, due to major changes in the digital landscape, can no longer provide the insights companies need today.

Google Analytics is among the basic tools for most websites – read more about which tools I use for SEO here.

What improvements can we expect from Google Analytics 4?

Google Analytics 4 represents the next generation of analytics tools, where you can expect that the tool’s machine learning will help provide more valuable insights based on predictions of your customers’ behavior – Google itself calls this “Predictive metrics.”

This behavior will not be limited to your website alone but can with the new GA4 span across apps, Google Ads campaigns, other websites, and more. In other words, there is an opportunity to gain insights and forecasts about the customer journey across different platforms.

Read more about what Google Ads is in my post here.

Additionally, the new Google Analytics 4 can collect data from multiple data sources within the same company. This means you can gather data from your company’s website as well as your app and gain insights across the company’s own platforms.

Based on these advanced insights, GA4, according to Google, can maintain your audiences for advertising in Google Ads and automatically ensure that your audiences are shown relevant ads depending on where they are in the customer journey.

Have you switched over to GA4 yet?