It's time to activate Google Analytics 4 (GA4)
Google Analytics will be deprecated on June 30, 2023., and historical data will remain available for another six months.
Google Analytics 4, now available, will become Google’s single, go-to tool for cross-platform analytics.
However Historical data collected on Universal Analytics will not be automatically migrated to GA4, which is not a new release of Google Universal, but a completely different product. Unlike the previous tracking system, which was based on the session concept, it was developed around the event concept; each interaction represents an event. One of the most interesting new features is the ability to integrate data from the website and any apps (Android and iOS).
Google Analytics 4 allows you to create more specific segments and users that can be automatically shared with Google Ads. Using advanced Artificial Intelligence systems, you can also predict user behavior to refine remarketing campaigns.
Furthermore, GA4 was created in the new GDPR regulatory context with more advanced data protection than GA and allows for a whole series of configurations for GDPR compliance. GA4 does not manage the IP address, but uses it in a volatile manner to receive other metadata.
There is exactly one year left until the decommissioning of GA and this It's the right time to activate GA4This way, when GA is discontinued, you'll have 12 months of historical data to compare later. When Universal Analytics is discontinued, the data collected up to that point will only be accessible for 6 months, so if you value your historical data, you'll need to export the essential reports.
However, this is not an automatic procedure, but a process that requires adequate setup to meet your needs and to make the most of the new features of Google Analytics 4.
As Web Agency is always by your side to help you define the tracking strategy and in the implementation of the new tool.
