Founder and CEO of FAV Solution, Adrien Levinger is an eCommerce expert with more than a decade of experience scaling brands online.
getty
Haven't gotten around to updating to Google Analytics 4 yet? After all, the current version of Universal Analytics works just fine, so why change before you have to? Here’s why: because the data you’ve been collecting in Universal Analytics will not import over into GA4 when Universal Analytics sunsets in July 2023. If you wait until then to switch, you’ll be attempting to market your products and optimize your website with no historical data to guide you, a dangerous position for your business.
The Sooner The Better
Even if you want to continue to use Universal Analytics for as long as possible, you should still activate GA4 on your website now so you can begin gathering data before the switch. As soon as you switch on GA4, it begins to collect data, so that when July 2023 rolls around, you’ll be working with months of data instead of starting from zero.
You can also run both systems concurrently and toggle between Universal and GA4 using the top navigation, giving you time to get used to the new features in GA4 before Universal sunsets.
Activating GA4 Is Simple
Installing GA4 is as simple as logging into your Google Analytics account. Click on Admin on the bottom left, and under Property click on GA4 setup assistance. From there, just follow the steps as prompted. It only takes a couple of minutes to get GA4 up and running on your website. If you’d like to see a setup guide, here’s a good one.
Although your data will not import over into GA4, it will be tied to your account. Whoever has access to your analytics account now will automatically have access to GA4.
You Can Keep Your Old Data With A Third-Party Service
Google is giving everyone who uses Universal Analytics at least six months to say goodbye to their old data before it’s potentially erased. Data from Universal Analytics will not import into the new GA4. Once it’s gone, it’s gone for good.
If you act fast, you can save your old Universal Analytics data before it’s erased. Services like Fivetran, Looker and Tableau allow you to store and analyze your old data in combination with new data from GA4, so you can still access it to make future marketing decisions. Can’t decide which tool you want to use? Keep your old Universal Analytics data in a data warehouse to access later.
What Happens If I Don’t Make The Switch In Time?
If you don’t turn on GA4 before Universal Analytics sunsets in July 2023, data will no longer be collected from users on your website, leaving you blind to what’s happening on your website. You won’t know where users are coming from, how long they’re staying on your site, where they’re dropping off and more. Without accurate and up-to-date data, optimizing your website and marketing will be left to guesswork, which is the worst way to spend your marketing dollars.
Of course, there are multiple alternatives to Google Analytics, but it still reigns supreme as the most popular website analytics service on the planet. Other website analysis tools may even allow you to import your old Universal Analytics data such as Heap or Mixpanel.
Change Is Hard But Necessary
After 10 years of using the old Universal Analytics, changing to a new system can feel overwhelming. But don’t let fear of the unknown put you in a position where you’re scrambling at the last minute to catch up. Activate your GA4 today, and you’ll be able to breathe easy knowing you’ll be ready when the switch comes.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Founder and CEO of FAV Solution, Adrien Levinger is an eCommerce expert with more than a decade of experience scaling brands online.
getty
Haven't gotten around to updating to Google Analytics 4 yet? After all, the current version of Universal Analytics works just fine, so why change before you have to? Here’s why: because the data you’ve been collecting in Universal Analytics will not import over into GA4 when Universal Analytics sunsets in July 2023. If you wait until then to switch, you’ll be attempting to market your products and optimize your website with no historical data to guide you, a dangerous position for your business.
The Sooner The Better
Even if you want to continue to use Universal Analytics for as long as possible, you should still activate GA4 on your website now so you can begin gathering data before the switch. As soon as you switch on GA4, it begins to collect data, so that when July 2023 rolls around, you’ll be working with months of data instead of starting from zero.
You can also run both systems concurrently and toggle between Universal and GA4 using the top navigation, giving you time to get used to the new features in GA4 before Universal sunsets.
Activating GA4 Is Simple
Installing GA4 is as simple as logging into your Google Analytics account. Click on Admin on the bottom left, and under Property click on GA4 setup assistance. From there, just follow the steps as prompted. It only takes a couple of minutes to get GA4 up and running on your website. If you’d like to see a setup guide, here’s a good one.
Although your data will not import over into GA4, it will be tied to your account. Whoever has access to your analytics account now will automatically have access to GA4.
You Can Keep Your Old Data With A Third-Party Service
Google is giving everyone who uses Universal Analytics at least six months to say goodbye to their old data before it’s potentially erased. Data from Universal Analytics will not import into the new GA4. Once it’s gone, it’s gone for good.
If you act fast, you can save your old Universal Analytics data before it’s erased. Services like Fivetran, Looker and Tableau allow you to store and analyze your old data in combination with new data from GA4, so you can still access it to make future marketing decisions. Can’t decide which tool you want to use? Keep your old Universal Analytics data in a data warehouse to access later.
What Happens If I Don’t Make The Switch In Time?
If you don’t turn on GA4 before Universal Analytics sunsets in July 2023, data will no longer be collected from users on your website, leaving you blind to what’s happening on your website. You won’t know where users are coming from, how long they’re staying on your site, where they’re dropping off and more. Without accurate and up-to-date data, optimizing your website and marketing will be left to guesswork, which is the worst way to spend your marketing dollars.
Of course, there are multiple alternatives to Google Analytics, but it still reigns supreme as the most popular website analytics service on the planet. Other website analysis tools may even allow you to import your old Universal Analytics data such as Heap or Mixpanel.
Change Is Hard But Necessary
After 10 years of using the old Universal Analytics, changing to a new system can feel overwhelming. But don’t let fear of the unknown put you in a position where you’re scrambling at the last minute to catch up. Activate your GA4 today, and you’ll be able to breathe easy knowing you’ll be ready when the switch comes.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?