Google Analytics is changing (and what to do about it)

29 July 2022

So what does that mean for me?

GA4 is such a big change from Universal Analytics, that it requires a new piece of code adding to your website. Google have recently announced the following:

  • They will retire Universal Analytics on 1st July 2023. 
  • No new data will appear in your Google Analytics dashboard after that point.
  • All data previously collected will be available for 6 months in a read-only format before being deleted entirely. 


What do I need to do?

In order to keep collecting data in Google Analytics beyond July 2023 you must set up a new GA4 property and add the new tracking code to your website. If you’re not sure how to do this, Neptune Media can assist you.

What if I do nothing?

If you currently use Universal Analytics and don’t switch to GA4, Google Analytics will stop collecting your data in July 2023. You’ll have access to your historic data until the end of 2023 but it will then be permanently deleted. 

Next Steps

If you’re not sure what this means for your business or have any questions about the transition to GA4, Neptune Media can help. We’re able to set up your new GA4 property and add it to your website to ensure that your analytics tracking continues uninterrupted. The sooner you do this the better – it’s a good idea to start building up your data with GA4 before the official switchover in July 2023; you’ll also have some time to get used to the new dashboard and features offered by the new platform.

For the curious

What is it?

Google Analytics is a free tool provided by Google to help you understand what visitors are doing on your website. The tool collects huge amounts of data and then sorts it into easy to read reports. These reports can be used to give actionable insights for marketing purposes, to improve website performance or inform your SEO strategy.

How does it work?

A small piece of tracking code needs to be placed on each page of your website in order for Google to collect all this data. Since it was first launched over 15 years ago, this tracking code has been known as Universal Analytics. In late 2020, Google announced the introduction of Google Analytics 4 (GA4); a major overhaul of the whole platform. 

What’s the benefit of GA4?

GA4 moves away from the cookie-based method of tracking used by Google Analytics and is seen as a long-term solution to the privacy barriers affecting data collection. It also features a new, more modern interface

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