Google Universal Analytics Will Cease To Function On July 1, 2024. Are You Ready?

There’s been a big shift going on that’s redefining how we understand and analyze web traffic. Google announced last year that Universal Analytics services will stop functioning on July 1, 2024, signaling the complete migration to Google Analytics 4 (GA4). This change brings more nuanced insights from improved tracking of user interactions to enhanced machine learning models, addressing the evolving needs of a data-driven future. But if you’re not sure that your analytics have been transitioned to GA4, you’ve procrastinated, or you just want to understand it all better, read on.

Understanding the Transition to Google Analytics 4

Google Analytics has been a staple tool for businesses to track website performance, measure marketing campaigns, and optimize user experiences. However, as technology evolves and consumer behavior becomes more complex, Google recognized the need for a more sophisticated analytics solution. Enter, GA4. Not just an upgrade, GA4 is a complete overhaul that offers advanced features and capabilities so website owners can gain deeper insights into user behavior.

Implications of Universal Analytics Services Cessation

On July 1, 2024, all Universal Analytics properties will no longer be accessible through the Google Analytics dashboard or APIs. It’s important to note that this does not affect historical data stored in Universal Analytics; however, ongoing tracking and analysis will require migration to GA4. In other words, if you don’t move to GA4 before July 1, 2024, Google will no longer track analytics for your site.

Benefits of Google Analytics 4

Besides being required for tracking after July 1, 2024, Google Analytics 4 comes with several compelling benefits that can help drive traffic and business growth:

  1. Enhanced User Journey Tracking: GA4 offers improved visibility into how users interact with your website or app throughout their entire journey. From initial touchpoints to conversions, you can gain valuable insights into which channels and campaigns are driving engagement. With the event-based model in GA4, businesses can capture more detailed information about user interactions, such as button clicks, video views, or form submissions.
  2. Advanced Machine Learning Models: With GA4’s integration of machine learning models, you can unlock powerful predictive analytics capabilities. These models help identify trends, predict future outcomes, and provide recommendations for optimizing marketing strategies.
  3. Deeper Integration with Google Marketing Platform: By migrating to GA4, you can leverage seamless integrations with other Google Marketing Platform products such as Google Ads and Data Studio. This integration allows for more comprehensive reporting and data analysis, enabling you to make data-driven decisions.
  4. Cross-Platform Tracking Capabilities: Whether a user engages with your brand through a website visit or via social media, GA4 provides a unified view of their interactions. This holistic perspective enables businesses to identify patterns and trends that were previously difficult to uncover.
  5. Future-Proofing Your Analytics Strategy: GA4 is designed to adapt to the evolving digital landscape, ensuring that your analytics infrastructure remains relevant and effective in the long run. By embracing GA4, you can stay ahead of the curve and leverage emerging technologies as they become available.

How to Migrate Your Analytics Account to GA4 Before July 1, 2024

Migrating from Universal Analytics to GA4 requires careful planning and execution to ensure data continuity throughout the process. But fear not, Google provides resources and guidelines for a smooth migration experience:


Easy peasy. Just follow the steps in Google’s [U→GA4] Migration guide for beginners:

  1. Find your Analytics account and check which properties you need to migrate
  2. Create a GA4 property
  3. Finish setting up your new GA4 property
  4. Remove GA4 migration notices, if necessary
  5. Turn on Google Signals
  6. Migrate your goals

Intermediate to Advanced

For more complex migrations, Google offers a full migration guide, [GA4] Make the switch to Google Analytics 4:

  1. Consider account structure
  2. Create a GA4 property and data stream using the GA4 Setup Assistant
  3. Collect website and app data
  4. Turn on Google signals
  5. Set up key events
  6. Add users
  7. Link to Google Ads using the Google Ads links migration tool
  8. Migrate audiences
  9. Validate your key events
  10. Import key events into Google Ads for bidding
  11. Add Analytics audiences to a campaign or ad group for remarketing

Need Help?

Don’t wait until it’s too late to complete the migration to GA4. If you need help, contact us. We’re here for you!

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