What Happens to Your Data When Universal Analytics Ends in 2023, and What is Google Analytics 4?

We asked our Head of Digital Development, Moss, to explain it all.

01 July 2023 sounds like a really long time away right? But, ask yourself…

How important is your data from the past year? The past two years? The last decade?

I’m going to go ahead and guess that it’s pretty important. If that's the case, losing it all in 14 months time isn’t a reality you want to be faced with.

Even though we’ve got some time before the change from Google Universal Analytics (UA) to Google Analytics 4 (GA4), you can put your business at an advantage, and safeguard your data, by getting started now.

To help get the ball rolling, we asked our very own, in-house, expert to shed some light on exactly what’s happening.

Introducing… Moss Hills, Head of Digital Development, here at Voodoo.

Hi Moss. Can you tell the readers a bit about your role?

I manage projects and the development teams, and liaise with clients to ensure that their brief is being met.

Thanks, So, let’s cut to the chase… What is GA4 and why does it matter?

GA4 is Google Analytics 4, which is replacing the current Universal Analytics which will cease on 01 July, 2023.

Every Universal Analytics account must be migrated to GA4, and this should be done as soon as possible to start building up historical data.

GA4 uses machine learning to unearth insights about the customer journey across platforms and devices, while being privacy-focused and durable for the future.

It features enhanced, seamless integrations with Google's advertising platforms to optimise campaign performance and drive greater marketing ROI

Can companies protect or archive their heritage data?

Historical data can be exported from Universal Analytics, although the process can be somewhat complex if you want to be able to access that data and still be able to run reports on it.

Workarounds are possible, and Google is still developing this process. Companies can use their internal tech department to assist with this, or use expert 3rd party agencies.

What’s the difference between the Web and App versions?

GA4 can be connected to data streams from the web or an iOS or Android app and each requires a separate setup.

When connecting to an app data stream, Analytics creates a corresponding Firebase project and app data stream, and automatically links the Firebase project to your Analytics property.

If an app or website is upgraded and now has additional functionality, then new tags and triggers would need to be configured in Tag Manager to ensure that users' interactions with the new functions are captured. No new header code is required, as all additions and amendments are done in Tag Manager.

So, will everyone need to use Tag Manager now?

Google Tag Manager is highly recommended as it allows quick additions and changes to data tracking and capture, without needing to access or make changes to website code.

Setting up Tag Manager involves altering the global header code. Are there any risks with doing this?

The global site tag (gtag.js) is a code snippet that is placed in the header of your site, and appears on every page that uses the header. Changes to this code will affect your data capture and tracking functions, and could cause it to fail.

Using Tag Manager requires a one-time addition of a similar code snippet to your site header.?

Thereafter, all changes and additions are easily implemented via Tag Manager, without the need to access or modify any website code.

Does upgrading to Tag Manager present any compliance risks?

As with any data capture and tracking, compliance with regulations is imperative.?

Implementing Tag Manager does not present any compliance risks, provided that the legally required consent is obtained via appropriate and correctly configured 3rd party consent tools.

So, in your opinion, what should existing UA users be doing right now?

They should export their historical UA data, as a safeguarding measure, and start the migration to GA4 as soon as possible to start building up new data.

There are still a lot of unanswered questions put to Google on how to import and protect historical UA data. Specialists are keeping abreast of updates and can help you protect your existing UA data.

Start talking to your tech department about migrating, or seek out an experienced 3rd party for support with the migration.

Thanks Moss. Appreciate your time. And to our readers…

If you have any more questions please comment below or get in touch.?

Voodoo is a specialist business consultancy maximising digital opportunities, supported by real-world experience.