Google Analytics has been the go-to platform for digital marketers for over a decade, but as we approach July 1st, 2023, significant changes are on the horizon. Google Analytics 4 (GA4) is set to replace the current Universal Analytics, and it's essential that digital marketers are aware of the upcoming changes to ensure they don't miss out on valuable data.

So, what's happening on July 1st, 2023?

July 1st, 2023, marks the sunset of the Google Analytics Universal Picture. This means that after this date, Universal Analytics will no longer be supported, and all new properties will be created using Google Analytics 4 (GA4).

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What will change?

The introduction of GA4 will bring a new set of features and changes that will impact the way digital marketers track website data. Some of the significant changes include:

1. A New Data Model: GA4 uses a new data model that differs from Universal Analytics, which means that data tracking and reporting will be different.
2. Event-Driven Tracking: GA4 focuses on event-driven tracking, which allows marketers to track more granular interactions on their website.
3. Enhanced Cross-Device Tracking: With GA4, cross-device tracking will be more accurate, allowing marketers to gain a better understanding of how users interact with their website across multiple devices.
4. Integration with Google Ads: GA4 is designed to work seamlessly with Google Ads, allowing marketers to gain a better understanding of the impact their ads have on their website's performance.

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What should you do?

As the sunset of Universal Analytics draws closer, digital marketers should take the necessary steps to ensure they are prepared for the switch to GA4. Here are some essential steps you can take:

1. Create a GA4 Property: If you haven't already, create a GA4 property to start collecting data.
2. Set Up Data Streams: Set up data streams to collect data from your website, mobile apps, and other digital properties.
3. Familiarize Yourself with the New Data Model: Take the time to familiarize yourself with the new data model in GA4, and learn how to set up events and track user interactions.
4. Migrate Your Existing Data: If you have an existing Universal Analytics property, consider migrating your data to GA4 to ensure continuity of your data tracking.
5. Update Your Tracking Code: Update your tracking code to ensure it is compatible with GA4.

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Conclusion

The introduction of GA4 represents a significant shift in the way digital marketers track website data. By familiarizing yourself with the new features and changes, you can ensure that you are prepared for the switch to GA4 and continue to track valuable data for your business. Don't wait until July 1st, 2023, start preparing today to ensure a seamless transition to GA4.

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