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

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

Practically speaking, Universal Analytics will be discontinued in three phases. There is still time, but after the discontinuation, the collected data will be permanently lost, so it's worth making use of the time.

1. The data collection by Universal Analytics will end on 01/07/2023 – after this, no new visitor data will be collected

2. Universal Analytics 360 (the paid version) will stop processing and storing data a couple of months later – precisely on 01/10/2023

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

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

Can Universal Analytics data be easily transferred to Google Analytics 4?

Transferring data is not straightforward.

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 start using Google Analytics 4, the more coherent and usable data you will collect.

What new features does GA4 introduce?

GA4 is modern in its data architecture and supports the “cross-platform” concept, enabling easy tracking of both mobile applications and web services in the same reporting view.

GA4’s data structure is highly streamlined and doesn’t rely heavily on cookies technologically. GA4 stores data as individual events – whether it's a session start, a click, or a purchase transaction in an online store.

Google Analytics 4 was launched in October 2020. We have previously created a guide on its installation, implementation, and feature utilization. Learn more about GA4 here!

How much work is involved in transitioning to GA4?

The amount of work required 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 the change largely depends on how many different conversion points are currently in your web service.

In its simplest form, data collection can be activated in 15 minutes, but a more advanced installation will require a few days of work for a web analytics expert.

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

In this scenario, a complete overhaul is required. GA4’s new data structure is not compatible with UA in any way. You may retain the appearance of the old reports, but the underlying data connections must be entirely redefined.

Is it necessary 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 within the EU, strongly consider implementing Matomo analytics.

If you would like to discuss data analytics further, explore its alternatives or enhance your service's analytics, we are happy to assist!

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