Google's Universal Analytics will cease to function in July 2023, and eventually, its analytics data will be lost. What should users do now to ensure that the collected data does not vanish?

Data storage in the Universal Analytics system will end on the 1st of July 2023. This is announced by Google in its own blog. The information is anticipated, as the successor to Universal Analytics, Google Analytics 4, has already been operational for over two years.

In practice, Universal Analytics is being phased out in three stages. There is still some time left, but after the shutdown, the collected data will disappear permanently, so it is advisable to make the most of the remaining time. 

1. Data collection by Universal Analytics ends on 1/7/2023 – after this, no new visitor data will be accumulated

2. Universal Analytics 360 (i.e., the paid version) will stop processing and storing data a couple of months later – precisely on 1/10/2023

3. Once data collection is halted, users will have six months to export historical data from Universal Analytics

We have compiled the five most common questions and answers about what users should do now.

Is it easy to transfer Universal Analytics data to Google Analytics 4?

Transferring data is not easy.

The data models of UA and GA4 are not compatible, so there is no simple "transfer old data to GA4" functionality available.

This means that the sooner you adopt Google Analytics 4, the more unified and useful data you will gather.

What new features does GA4 bring?

GA4 has modern data structures and supports the idea of "cross-platform" functionality. It enables easy tracking of both mobile apps and web services within the same reporting view.

GA4's data structure is highly streamlined and does not technically rely heavily on cookies. GA4 records data as individual events – whether it is a session start, a click, or a purchase transaction in an online store.

Google Analytics 4 was launched in October 2020. We have already created a guide on its installation, onboarding, and feature utilization. Explore GA4 in more detail here!

How much work does migrating to GA4 entail?

The workload of migration depends on the current web analytics implementation. If you have been using the Google Tag Manager system, the task is considerably simpler. The extent of changes largely depends on how many different conversion points currently exist in your web service.

At its simplest, data collection can be activated within 15 minutes, but for a more advanced installation, there is work for a web analytics expert that can stretch to several days.

What happens to the Google Data Studio reports that use Universal Analytics as a data source?

In this case, a complete overhaul is needed. GA4's new data structure is not compatible with UA in any form. You can certainly retain the appearance of the old reporting, but the underlying data connections must be entirely redefined.

Is it mandatory to switch to GA4? What other options are there?

There are several alternatives to Google Analytics. We have previously listed three options for collecting analytics data. If you want to be 100% the owner of your data and ensure that it is retained in the EU region, consider strongly adopting Matomo analytics.

If you wish to discuss more about data analytics, its alternatives, or want to enhance the analytics of your service, we are happy to assist!