Skip to main content
The words 'Time to say b=goodbye' on a piece of fabric laying on a wooden desk

Universal Analytics is Being Retired

Published on March 21, 2022

Universal Analytics (UA), the common analytics platform provided by Google, will soon be retiring. Its successor, Google Analytics 4 (GA4 for short) will be taking over full time as we say goodbye to an old friend. 

As stated by Google:

“On July 1, 2023, standard Universal Analytics properties will no longer process data. You’ll be able to see your Universal Analytics reports for a period of time after July 1, 2023. However, new data will only flow into Google Analytics 4 properties.”

What Happens After July 1st, 2023?

For those that decide not to switch to GA4 before July 1st, 2023, their website will experience a break-in data collection. No new data will be collected after June 2023 into the UA property. It’s imperative that UA users switch as soon as possible to GA4 to keep a steady stream of data flowing into their analytical reports. One of the beneficial aspects of using analytical tracking software is to compare new data to historical data. Starting a GA4 account as soon as possible allows for more time to be built up in order to compare new results with the old. 

GA4 users will not experience disruptions in their services.

Will I Lose My Old Universal Analytics Data?

Old data will not be lost immediately, but it appears that Google isn’t going to hold onto it for very long. Currently, they are suggesting they will keep old data for about six months after July 1st,  2023, before sending out an official deletion date. So although you will not lose out right away, it will eventually happen. It’s only a matter of time before the data stream to UA gets cut, so it’s a good idea to take the initiative now and set up a new GA4 account. 

How Do I Continue To Track My Data?

Creating a new Google Analytics 4 account to start tracking data as soon as possible is the best option. Compared to Universal Analytics, GA4 offers more flexibility and measurement options. GA4 starts tracking as soon as it is installed, but it cannot go back in time. The sooner it is set up, the better. Now that UA has been announced to retire, it is a good indication that Google wants to put more of its time into the most current version of analytics, GA4. This may mean more useful features being implemented in the future. 

Can I Upgrade to GA4 from Universal Analytics?

At this time you cannot upgrade or transfer data from Universal Analytics into Google Analytics 4. The platforms record data differently and are not interchangeable. Starting a new GA4 property to track data immediately is the best option. 

How Do I Find Out if I Have GA4 or UA on My Website?

On your analytics account, you can identify which type you are using by looking at the property ID. Or, you can contact us and we can help you out!

I Haven’t Tracked Anything Before, can I Start With GA4?

Of course!

This is an exciting opportunity because you will be able to soon understand the powers of analytics and tracking techniques. Many businesses use analytics to help plan budgeting, marketing campaigns, social media strategies, and search engine optimization practices. It doesn’t hurt to track where users are coming from and what they are doing on your website.

As a business owner, you want to understand your customers. Website visitors are no different. Statistics can be boring, but the value behind them can be very important. We can look at all the boring technical stuff for you and just give you the highlights in an easy-to-understand report, focusing on what you care about the most. 

Let Us Help!

Does this seem a little too technical for you? No problem – we can help set you up fresh with a GA4 account and start collecting data as soon as possible to make the transition seamless. We offer analytics reporting, custom tag creation, SEO optimization, and more. Whether you are looking for a little bit of help (or a ton!), we’re confident that our services will be of benefit to you.

Give us a call or text us at (250) 240-5641 and let’s chat!

Related Articles That Might
Interest You

Cupped hands holding a red felt heart

A web agency that works with its clients

June 7, 2023
What sets us apart from other web agencies We pride ourselves on our commitment to working with our clients instead of for our clients. What does that mean? …
stock photo of a computer encouraging user to "do more"

5 Reasons why you need to hire a web agency instead of Wix/Squarespace

May 24, 2023
The rise of website builders like Wix and Squarespace has made it easier than ever for small businesses and individuals to create a website on their own, wit…
An example of a "coming soon" banner.

Do I need a coming soon page?

April 12, 2023
Alright, you’ve decided to revamp your website, or maybe you’re starting fresh from the ground up. What difference does it make to stick up a “website coming…