June 18th 2024 By Pic PR 5 minute read
When it comes to digital marketing, you can’t rest on your laurels. The landscape is constantly evolving, and one of the most significant changes in recent years is the transition from Universal Analytics to Google Analytics 4 (GA4).
This shift marks the end of an era for Universal Analytics, a tool that’s been incredibly useful for marketers and analysts.
But what is Universal Analytics, when did it end, and how much does it differ from GA4? Let’s find out…
Universal Analytics (UA) is a version of Google Analytics that was introduced in 2012. It revolutionised website traffic tracking and analysis by offering more features and greater flexibility than its predecessor, Classic Analytics.
UA allowed businesses to track users across devices and sessions, providing a more comprehensive view of customer behaviour. With its customisable tracking capabilities and robust reporting, UA quickly became the go-to tool for digital marketers looking to optimise their online presence.
When Did Universal Analytics End?
As of July 1, 2023, Google officially sunsetted Universal Analytics. After this date, UA properties no longer processed new data, and users had to transition to Google Analytics 4 (GA4) to continue tracking their web and app analytics.
This move was part of Google’s broader strategy to enhance user privacy and adapt to the evolving landscape of data analytics.
GA4 though obviously still brings tracking benefits, but how do you go about using it and getting the best out of it? Here we give you a breakdown of how to set it up and get insightful reports.
Setting Up GA4
2. Add Data Streams
Configuring GA4
2. Custom Events
3. User Properties
Reporting and Insights
1. Standard Reports
2. Predictive Metrics
3. Anomaly Detection
If you’d like to learn more about the end of Universal Analytics, please contact a member of our team today, who will be happy to help. Alternatively, why not read our previous blog and explore how to create a killer marketing campaign?
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