Universal Analytics stops collecting data in








In the rapidly evolving landscape of digital marketing and analytics, staying ahead of the curve is crucial for businesses striving to optimise their online presence. One development that has caught some unsuspecting digital marketers is the introduction of Google Analytics 4 (GA4). This latest iteration of the popular Google Analytics platform brings several significant changes and advancements over the Universal Analytics (GA3) model, promising a more comprehensive understanding of user behaviour and improved insights. So what’s all the fuss about GA4? Let’s have a look and try to explain.

The History of Google Analytics

Google Analytics has long been the go-to analytics tool for business websites, whether they are static content, brochure sites or full eCommerce stores. Since the introduction of Urchin by Google in 2005 the depth and clarity of data that have been collected have grown immeasurably and the previous version, Universal Analytics (UA) also known as GA3, served as a reliable solution for tracking website traffic, measuring conversions, and monitoring user interactions. However, as digital marketing strategies and user behaviour continued to evolve, it became clear that a more advanced analytics framework was needed.

Introducing Google Analytics 4 (GA4)

Enter Google Analytics 4. In October 2020 the next-generation analytics platform was introduced, designed to address the limitations of its predecessor. GA4 represented a significant shift in the way data is collected and analysed, focusing on user-centric measurements and leveraging machine learning algorithms for enhanced insights. By providing a more holistic view of user interactions across multiple platforms and devices, GA4 has been continually evolving, and now has the power to empower businesses to better understand their audience and tailor their strategies accordingly.

Enhanced Cross-Platform Tracking

One of the standout features of GA4 is its improved cross-platform tracking capabilities. In the era of multi-device usage, where customers seamlessly switch between smartphones, tablets, and desktops, GA4 allows businesses to track user interactions across various platforms. This capability provides a unified view of the customer journey, offering insights into the effectiveness of marketing campaigns across different touchpoints.

Event-Driven Data Model

Another significant departure from UA is GA4’s event-driven data model. In UA, the focus was primarily on pageviews, sessions, and conversions. GA4 shifts the emphasis to events, enabling businesses to capture a wide range of user interactions beyond traditional pageviews. This shift allows for more granular tracking, empowering marketers to gain insights into user engagement with specific elements on a website or app. With GA4, you can track events like button clicks, video plays, form submissions, and more, some of which were available through either UA or a combination of Google Tag Manager with UA, but GA4 brings all of this together.

Machine Learning and AI-Powered Insights

As artificial intelligence (AI)  and machine learning capabilities have grown in the past few years, so GA4 has this baked into its functionality to provide businesses with actionable insights. By applying advanced algorithms, GA4 can automatically identify trends, patterns, and anomalies in data, offering valuable recommendations to optimise marketing campaigns and improve user experiences. Machine learning also enables predictive analytics, allowing businesses to anticipate user behaviour and make data-driven decisions.

Streamlined Data Analysis and Reporting

With GA4, data analysis and reporting have been streamlined to provide a more intuitive and user-friendly experience. Some of the simpler out-of-the-box reports have been replaced by an updated user interface and simplified navigation, making it easier for marketers to access the information they need quickly. And where data was either difficult to get to or simply unavailable in UA, GA4 provides customisable reports, allowing businesses to create tailored dashboards and visualisations to align with their unique goals and key performance indicators (KPIs).  This data can easily be linked to data analysis and reporting tools such as Google Data Studio for more granular analysis.

Privacy-Centric Features

As privacy concerns continue to shape the digital landscape, GA4 incorporates several features to address these issues. With the increasing emphasis on user consent and data protection regulations, GA4 includes enhanced options for managing data collection and user consent settings. This privacy-centric approach ensures compliance with regulations like the General Data Protection Regulation (GDPR) and offers businesses more control over how they handle user data.

Google Analytics 4 represents a significant leap forward in the field of analytics, providing businesses with a powerful tool to understand user behaviour and optimise their marketing efforts using a depth of data that was not available in Universal Analytics.

How do I migrate from Universal Analytics to GA4?

If you’re currently using Universal Analytics (UA) and have not already implemented the GA4 tracking code, then you are already late to the party! The core parts of the process can be relatively straightforward, however, some elements such as goal migrations can be slightly more complex. Here are some steps to help you make a smooth transition:

  • Set up a new GA4 property: Create a new GA4 property within your Google Analytics account. This will allow you to maintain your existing UA data while starting fresh with GA4 tracking. It’s important to note that UA and GA4 operate independently so that you can run both in parallel during the migration process, and until such time as UA data collection stops.
  • Enable data collection in GA4: Implement the GA4 tracking code on your website or app. GA4 uses a different tracking code than UA, so it’s essential to update your tracking snippets accordingly. By doing this, you’ll start collecting data in GA4 alongside your existing UA data.
  • Configure data streams: Set up data streams within your GA4 property to collect data from various sources, such as your website, mobile app, or other digital platforms. Data streams enable you to consolidate all your data into a single view, providing a holistic understanding of user behaviour across different channels.
  • Create custom events and conversions: Identify the events and conversions you were tracking in UA and replicate them in GA4. Since GA4 focuses on an event-driven data model, you’ll need to define the specific user interactions you want to track, such as button clicks, form submissions, or video plays. Ensure that the event names and parameters align with your previous UA implementation.
  • Set up goals and funnels: GA4 introduces a new way of tracking and analysing goals and funnels. Take some time to configure your desired goals and build funnel reports that reflect your user journey. GA4 provides more flexibility in defining conversion events and funnel steps, allowing you to tailor them to your specific business needs.
  • Explore data analysis and reporting: Familiarise yourself with the GA4 interface and reporting capabilities. GA4 offers a range of prebuilt reports and templates, as well as a more customisable approach to data analysis. Spend time exploring the various reports and visualisations to gain valuable insights into user behaviour and campaign performance.
  • Run UA and GA4 in parallel: During the migration process, it’s advisable to continue running both UA and GA4 in parallel to ensure a smooth transition. This will allow you to compare data, validate tracking accuracy, and gradually shift your reporting and analysis to GA4.
  • Train your team: Provide training and resources to your team members to ensure they understand the differences between UA and GA4. Familiarise them with the new features and reporting capabilities of GA4 so that they can effectively leverage the platform for data-driven decision-making.
  • Monitor and refine: Once you have fully migrated to GA4, continuously monitor your data and refine your tracking and reporting setup as needed. GA4 provides a wealth of data and insights, so take advantage of the platform’s capabilities to optimise your marketing efforts and improve user experiences.
  • Backup your UA data: You can export to a spreadsheet, Google sheet, or PDF or you can use the Google Analytics Spreadsheet Add-on to do this in a more structured and controlled way.  Alternatively, you can use Google Data Studio, Google Big Query or any other data collection tool that can interface with the Google UA API.

By following these steps, you can smoothly migrate from Universal Analytics to Google Analytics 4, unlocking the full potential of the new analytics platform and gaining a deeper understanding of your audience’s behaviour. Remember to plan your migration carefully and allocate sufficient time and resources to ensure a successful transition.

What happens if I don’t migrate UA to GA4?

Universal Analytics will stop collecting analytics data from 1st July 2023, so if you have not already migrated, or choose not to migrate from Universal Analytics (UA) to Google Analytics 4 (GA4), you will not only miss out on several benefits and advancements offered by the new platform but will ultimately have only old historic data to refer to.  Further to this, ultimately all UA data will be deleted, potentially by the end of 2023, so not moving to GA4 will leave you with no analytics data at all!

Here are some other things to consider if you are considering not migrating to GA4:

  • Access to new features: GA4 introduces several new features and capabilities that are not available in UA. By sticking with UA, you won’t be able to take advantage of the enhanced cross-platform tracking, event-driven data model, machine learning insights, and streamlined reporting offered by GA4. These features provide a more comprehensive understanding of user behaviour and can help you make data-driven decisions to improve your marketing strategies.
  • Incomplete view of user behaviour: UA primarily focuses on tracking website activity, which may not capture the full picture of user interactions in today’s multi-device and multi-platform landscape. GA4, on the other hand, enables you to track user behaviour across various touchpoints, including websites, mobile apps, and other digital platforms. Without migrating to GA4, you may have a fragmented view of user journeys, missing out on valuable insights into how customers engage with your brand across different channels.
  • Limited support and updates: As Google continues to invest in GA4 and shift its focus towards the new platform, support for UA will gradually decrease over time. This means that future updates, bug fixes, and new features will only be developed for GA4. By not migrating, you will find yourself using an outdated analytics tool that lacks the ongoing support and innovation provided by GA4.
  • Missed opportunities for optimisation: GA4’s event-driven data model allows for more granular tracking of user interactions, such as button clicks, video plays, and form submissions. This level of detail provides insights into specific elements of your website or app, enabling you to identify areas for improvement and optimise user experiences. Without migrating to GA4, you will miss out on these opportunities to enhance your digital presence and drive better results.
  • Compliance with changing regulations: Privacy regulations, such as the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), continue to shape the digital landscape. GA4 incorporates privacy-centric features and enhanced options for managing data collection and user consent settings to comply with these regulations. By not migrating, you may face challenges in ensuring compliance and protecting user data in accordance with evolving privacy requirements.

While UA will continue to function as a standalone analytics solution for a short while, migrating to GA4 is essential to continue collecting analytical data and to provide a more robust and future-proof analytics solution. It enables you to adapt to changing user behaviours, leverage advanced analytics capabilities, and gain deeper insights into your audience. By embracing GA4, you position your business for continued growth and success in an increasingly data-driven digital world.  Failing to migrate as soon as possible could be devastating to your business analytics, and the data you fail to collect between UA ceasing and your migrating to GA4 cannot be recovered.


We have successfully moved several business websites from Universal Analytics to GA4 including both local and national businesses with complex goals/events tracking.

If you are looking for an SEO consultant to help with your Google Analytics migration to GA4 call Wiser IT today on 07941 783434 or fill in the contact form