When do I need to switch to GA4 (Google Analytics 4)?

The short answer to when you need to switch to GA4 (Google Analytics 4) is sooner rather than later. Google began canceling Universal Analytics and it will no longer be an option in July 2023, so marketers and website owners should make the switch as soon as possible .

If you don't like the changes, switching from Universal Analytics to GA4 may sound daunting and you probably want to leave it until the last minute. 

The bad news for you and the good news for marketing analytics nerds is that Google will stop using Universal Analytics in favor of GA4 in July 2023.

Since Google will begin to reject Universal Analytics, the company encourages website owners to move to Google Analytics 4 as soon as possible. 

All standard Universal Analytics properties will no longer process new hits on July 1, 2023.

360 Universal Analytics properties will no longer process new hits on October 1, 2023.

Why do I have to make the change now if Universal Analytics is available until 2023?

The GA4 setup wizard does not populate your new GA4 property with historical data. 

Your GA4 property will only start collecting data from now, and you should activate it now so that you have enough data accumulated when you make the switch. 

So, the answer to when to activate GA4 is now, but when to start using it is up to you until you have no other choice.

How to switch from Universal Analytics to GA4?

Ready to take the big step? Here are the steps to follow to switch from UA to GA4.

Create a GA4 property (step-by-step)

Although UA will be going away soon, you can still keep it in parallel with GA4 until the day comes. 

So even if you create a GA4 property today, it will not affect your UA property, which will continue to collect data until July 2023. Once you create GA4, you will be able to access both properties through the property selector or the administration screen.

1. Go to Google Analytics and click on Admin Settings:

2. Make sure that your desired account is selected in the Account column (If you only have one GA account, it will already be set up).

3. In the Property column, select the Universal Analytics property that already collects data for your website.

4. In the Property column, select the first option: Configuration Wizard.

5. Click Get Started under I want to create a new Google Analytics property 4.

Make sure to set up a data flow and allow data connection. For more information, switch to Google Analytics 4 from Google.

The Google Analytics 4 property will now collect data along with your existing Universal Analytics property. 

Your Universal Analytics property will not be affected and will continue to collect data until July 2023; you can always access both properties via the property selector or the administration screen.

Next Steps:

Complete the property configuration using the configuration wizard in the new Google Analytics 4 property.

Once you have set up the new property and are collecting data, you can start getting insights:

- View the real-time report to monitor activity on your app or website as it happens. You can access data for the last 30 minutes. A real-time report allows you to see how visitors enter the conversion funnel and how they behave when they are in it. 

Here you can see the number of visitors, their source, medium or campaign. Who these users are: new visitors or users from your audience. 

You can see what content they interact with on your site, what events they trigger and what conversions these users complete.

- Navigate through Google Analytics 4 properties to search using the search box, find instant answers, and access help content. 

You can switch between Google Marketing Platform products and send product feedback to the Analytics team. You can edit, customize and share reports.

- Take the Google Skillshop course to discover how the latest generation of Google Analytics can benefit your business and how to properly use all of its tools for your goals. 

Here you will learn more about the key differences between the Universal Analytics properties and the new GA4 and how to navigate its interface.

- Visit Google Analytics 4 Training and Support and access more resources to familiarize yourself with GA4.

What will happen once Google closes Universal Analytics?

- You can continue to use Universal Analytics until July 1, 2023.

- As of July 1, 2023, you will no longer be able to use Universal Analytics, but you will continue to access your data on UA property for at least six months after the change. Google encourages website owners to export their historical reports.

- Google will provide a future date when the Universal Analytics properties will no longer be available. You will no longer be able to access Universal Analytics reports in the Analytics interface or view your Universal Analytics data through the API.

What's new in GA4?

Google Analytics 4, formerly known as "App + Web," is a new analytics solution that replaces Universal Analytics. 

As expected, the web analytics tool has many advantages and unique features that its predecessor did not have. Some of these include:

- Cross-platform tracking across apps and web

- Multi-device capabilities

- Al-driven insights

- Event tracking

- Simplified advertising: seamless integrations with Google advertising platforms to optimize campaign performance and generate more meaningful marketing ROI.

- Google Analytics 4 will not store IP addresses.

- GA4 does not rely exclusively on cookies. Instead, it uses an event-driven data model to provide user-centric measurement.

Questions about GA4 have been flowing in since Google first introduced it in 2020; therefore, this is not the first time we've addressed it on our blog. For an in-depth look at the features and benefits of GA4 over Universal Analytics, read on.

How to prepare for Google Analytics 4?

Making the switch from Universal Analytics to GA4 raises many common questions, so if you're looking for valuable resources, here are a few we recommend to find the right answers. 

- Google Analytics 4 Guide Google Properties.

- [UA→GA4] Migration Reference by Google

- Google Skills Workshop

- Analytics Demo Account

- Google Marketing Platform Academy

I hope this article has helped make your switch to the new GA4 easier! 

Miguel Ángel Povedano