Blog / GA4 vs Universal Analytics: GA4 migration remains ongoing

Google recently issued a stern warning to marketers and businesses still making use of Universal Analytics, almost a full year after supposedly sunsetting UA.

Unsurprisingly, many Google users were contented enough to watch the UA deadline fly past their heads and have continued unaffected by their inability to complete a GA4 migration for some time. However, Google has indicated that the grace period is swiftly coming to an end in light of stricter privacy laws beginning to take effect in countries around the world.

“What we are seeing is Google’s final ultimatum,” says Magesh Ramsammy, Head of Analytics at Somebody Digital. “In fact, it’s surprising that it’s taken so long for many businesses to move, considering the advanced features offered by GA4 vs universal analytics,” he adds.

More Features, More Fun For Marketers

While Google is sunsetting UA (for real this time) it simultaneously added even more features to GA4. “Just last week the platform added several new dimensions for analysing traffic sources and reporting insights in Google Analytics 4,” says Magesh. These include Manual Source, Manual Medium, Trend Change Detection, Event Parameter Limit Increase, and more.

“The more dimensions we have, the greater insight we can gain into user behaviour and performance,” he adds. “This is on top of GA4 benefits like cross-device measurement, event-based tracking, and GA4’s machine learning abilities.”

Don’t Wait To Migrate

“Google is putting pressure on UA360 users to migrate because the DMA is beginning to take effect in the European Union,” notes Magesh. “With the constantly shifting privacy landscape, it’s important for big players, like Google, to ensure they are compliant.”

Google Ad’s spokesperson Ginny Marvin noted that UA360 users have until early March to make the move if they don’t want to lose critical advertising capabilities, and at the start of July, UA properties will no longer be accessible, with all data deleted.

Too Intimidated to Migrate?

“Google’s advising migrating by March so as to have a buffer period of three months to ensure all your data is safe, and everything is firing correctly,” notes Magesh. “This is something our team of experts offers, in fact, it’s what sets us apart from another Google analytics agency, is that we ensure your instance is consolidated and working correctly before we hand it back to you.”

If you’re ready to make the move to Google Analytics 4, reach out to our team of experts, who can help you seamlessly migrate today.