Posted: May 12, 2023
Your Google Analytics account needs immediate attention. Google’s next-generation measurement solution, Google Analytics 4, is replacing Universal Analytics. On July 1, 2023, standard Universal Analytics properties will stop processing new data. If you also use Google Ads, this means that any Universal Analytics data that you’re using with your ad campaigns will start to degrade and your ad performance may be impacted. I strongly recommend that you follow our step-by-step guide to make the switch to Google Analytics 4 as soon as possible.
To build data and continuity in Google Analytics 4, it is essential that you start your setup now. This will allow you to start collecting the right data in Google Analytics 4 for your unique needs, and help avoid disruption to any Google Ads campaigns still relying on Universal Analytics conversions and audiences.
Unless you’ve opted out, Google has already configured or soon will configure a Google Analytics 4 property for you with some basic features, including certain goals and Google Ads links moved over from your Universal Analytics configuration. But parts of your existing Universal Analytics setup, including custom dimensions and metrics, cannot be moved. Customizing your Google Analytics 4 setup now will ensure you collect the right data for the specific conversions, audiences, and other Analytics data that you care most about, so you can continue to measure your most valuable actions and run more efficient ad campaigns.
Written by Andrew Talbot
