Google Analytics 4 Deadline

GA4 Deadline Has Passed: What Do I Do Now?!

The deadline for the transition to Google Analytics 4 (GA4) has come and gone, and you didn't make the move. Don't panic just yet. Let's analyze the situation and discuss your next steps.

Earlier this year, Google announced that Universal Analytics (UA) would sunset by July 2023, with users of Universal Analytics 360 getting until October 2023. This move was significant, given UA's longstanding status as the go-to tool for marketers tracking website performance and customer insights. The transition wasn't exactly smooth sailing, with the replacement, GA4, requiring extensive reimplementation of analytics across your tech stack​1​​2​.

GA4 represents a significant shift in Google's approach to analytics. In contrast to UA, which relied heavily on third-party cookies, GA4 is centered on a first-party data strategy, in line with emerging privacy regulations and the broader push for internet privacy. Its event-based data model offers deeper insights for marketers and allows for advanced tracking of metrics like button clicks, video plays, and scrolls. However, this also means a much more complex setup process​1​.

Now, if you didn't migrate to GA4 before the deadline, the repercussions are clear. Universal Analytics properties will no longer process data. You can still access your Universal Analytics reports for a limited period of time, but new data will only flow into GA4 properties. The impact is significant as your ability to track look-back and year-over-year data is now at stake​2​.

So, what can you do now? Here are three steps to help you navigate this new landscape:

  1. Understand the new territory: GA4 is not simply an upgrade to Universal Analytics. It's a completely new way of tracking users across websites and apps. GA4's event-based model offers deeper insights, allowing marketers to track a wide range of metrics and create customized solutions. So, take time to familiarize yourself with these new functionalities and how they differ from Universal Analytics​1​.
  2. Reevaluate your tech stack: The shift to GA4 isn't just about adopting a new tool – it's also an opportunity to reevaluate your tech stack and understand if your current tools are serving your business needs. Ask yourself: What touch points are involved in our customer journey? What bottlenecks exist in our customer journey? Which KPIs are we looking to drive? What questions do we have about our customers but cannot answer? Your answers to these questions will guide your evaluation process and help you make strategic decisions about your tech stack​1​.
  3. Embrace the change and start your transition: The depreciation of Universal Analytics and the rise of GA4 might seem daunting, but it's a necessary transition in today's privacy-focused era. The move to GA4 will require you to rethink your measurement strategies and possibly shake up familiar processes. But the potential benefits – including enhanced user insights and better compliance with privacy regulations – are clear and lasting​2​.

At Kinetic319, we partner closely with brands to help them navigate these transitions. As a leading marketing and advertising agency, we provide media and advertising services, eBooks, and guides to drive businesses forward. Our team of experts can guide you through the GA4 transition, helping you to maximize the new functionalities and adapt your strategies to this new landscape.

The GA4 transition may seem like a challenge, but it's also an opportunity. An opportunity to adopt a first-party data strategy, gain deeper insights into your users, and meet the evolving privacy expectations of today's digital world. So, let's take on this challenge together and turn it into an opportunity to drive your business forward.


Authored by: Adam Ortman, Kinetic319 | Founder & President 

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