Google Analytics 4
Replacing Universal Analytics

Google Analytics 4 Replacing Universal Analytics

By Jeff Philbin, Partner and Director of Business Strategy

Still using Universal Analytics? It’s time to make the switch to Google Analytics 4—FAST!

On July 1, 2023, Universal Analytics properties will stop processing data. All the data you’ve been collecting with Universal Analytics will not import over when it goes away, so it is vital that you start collecting as much data as you can with Google Analytics 4 now.

So, why did Google make the upgrade and what makes Google Analytics 4 a better tool for your business? Let’s take a closer look.

First and foremost, Google Analytics 4 is built with machine learning at its core, making it a more intelligent and powerful tool for businesses. It provides deeper insights into customer behavior and allows for a better understanding of user interactions across multiple channels and devices. It also has a more user-friendly interface, making it easier to navigate and use.

Another key difference between Google Analytics 4 and Universal Analytics is that the former is designed to work with increasing privacy measures being implemented online. With Google Analytics 4, businesses can get insights without needing personally identifiable information (PII) from their customers. This is especially important as more and more people become concerned about online privacy and data protection.

If businesses don’t switch to Google Analytics 4, they will miss out on the benefits of a more robust and intelligent analytics tool. They will also be left without data tracking once Universal Analytics properties stop processing data on July 1, 2023.

Unsure whether your Google Analytics property is impacted by the July 1, 2023, deadline? Here’s how you can check:

    1. First, log in to your Google Analytics account and navigate to the “Admin” section.
    2. Then, under the “Property” column, click on “Tracking Info” and then “Tracking Code.”
    3. Look for the code snippet on the page. If your code snippet looks like the following example, you’re using Universal Analytics:

Javascript Copy code:

<!– Global site tag (gtag.js) – Google Analytics –> <script async src=””></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag(‘js’, new Date()); gtag(‘config’, ‘GA_MEASUREMENT_ID’); </script>

    • If you see this code snippet, you’re using Universal Analytics, and you need to switch to Google Analytics 4.

If you’re unsure or need help switching to Google Analytics 4, Schifino Lee is happy to assist you. Our team of digital marketing experts will ensure that your Google Analytics account is set up correctly and that you’re getting the most out of your data.

How do you know if you’re set up correctly with Google Analytics 4? Here are some things to look for to make sure you’re good to go:

  1. Data is being collected: Log in to your Google Analytics 4 account and check to make sure that data is being tracked. You should see data from all sources, including your website, mobile app, and other digital channels.
  2. Custom events and conversions are set up: Google Analytics 4 offers more flexibility in tracking custom events and conversions, so make sure you have these set up correctly. This will allow you to follow specific actions important to your business, such as form submissions or product purchases.
  3. Enhanced measurement is enabled: Google Analytics 4 has an improved measurement feature that automatically tracks certain events, such as page scroll depth and outbound link clicks. Ensure this is allowed to get even more insights into user behavior.
  4. Privacy settings are configured: Google Analytics 4 is designed to work with all the new privacy measures implemented online. Ensure you have configured your privacy settings correctly to ensure you comply with all applicable laws and regulations.
  5. Reports are customized: Finally, ensure you have customized your information to show the most critical data to your business. Google Analytics 4 offers much flexibility in reporting, so take the time to set up your reports to show the metrics that matter most to you.

At Schifino Lee, we understand the importance of data in making informed marketing decisions. Google Analytics 4 is the tool your business needs to succeed in the digital age. Don’t wait until it’s too late—contact Schifino Lee and make the switch to Google Analytics 4 today!

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