How Will Google Analytics Changes Affect Your Business?

Google will discontinue Universal Analytics in July 2023 and transition to Google Analytics 4. Aside from the user interface differences, it differs from Universal Analytics by transitioning from a session-based database to an event-based database. Event-based data provides additional insights and deeper analytics, allowing you to become more user-centric. Google Analytics 4 is also designed to prioritise privacy, allowing you exact control over what personal data is gathered and retained.

Google Analytics 4 will include machine learning and direct connection with BigQuery, as well as increased cross-platform and cross-device tracking capabilities. These enhancements will assist fill in the gaps left by the deprecation of third-party cookies and provide us with greater data leveraging capacity.

Finally, developers will appreciate the Debug View. This enables you to access Google Tag Manager debug mode, test events, and observe what data is provided to your GA4 property in real-time. The implementation of these new events is a significant improvement.

These changes will have an impact on your business since, from July 1, 2023, Universal Analytics will no longer process new hits. It’s time to plan your GA4 implementation strategy and start the transition. We propose that you adopt Google Analyses 4 by July 2022 if you want to continue gathering year-over-year data analytics.

We would be delighted to assist you in staying ahead of this trend and ensuring that your data gathering runs properly.

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