Migrating From Google Universal Analytics to GA4

Google announced that it is sunsetting Universal Analytics and is encouraging customers to migrate to GA4. According to their support article, Universal Analytics will stop processing data on July 1, 2023. After that date, you will be able to export your data until a still-to-be-determined date. However, your old data and new data will reside in separate repositories so comparing these two data sets will become somewhat cumbersome.

If you have an inhouse analytics team, they should be able to create a system of processes and dashboards that allow for continued trend analysis. For the majority of other organizations that do not have the internal resources, it will be a painful manual process of pulling reports from the archive and also the new repository, then trying to normalize data across the two.

Alternatively, now is a great time to investigate the latest and greatest in analytics technology and solution providers that can assist with the migration to G4 while also implementing a more robust, all encompassing analytics practice.

At the top of this list is Elly Analytics, an omnichannel attribution platform backed by a solid team of data scientists and marketers.

Consider implementing a multichannel attribution platform as part of the migration process. This will ensure that your data is actually clean, retained, and accessible for future trend analysis. While gaining visibility to more actionable insights across all your marketing channels, not just what is available in Google Analytics data.