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    What You Need to Know Before Universal Analytics is Gone For Good

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    If you’ve been using Universal Analytics to track your website’s data, you may be familiar that it will soon be replaced by Google Analytics 4. While the end of Universal Analytics isn’t something to fear, you should know a few things before making the transition. We’ll discuss everything you need to know before Universal Analytics is gone for good.

    Table of Contents

    Preparing for the Universal Analytics Sunset: What You Need to Know

    Before we discuss how to make the switch to Google Analytics 4, let’s talk about why Universal Analytics is being sunset in the first place. The current version of Google Analytics was launched in 2013, and since then, there have been changes in technology and user behavior that require a more advanced data analytics platform.

    With the rise of mobile devices and the increasing importance of cross-device tracking, Google Analytics 4 is designed to provide a more holistic view of user behavior on your website. This new version of Google Analytics goes beyond pageviews and sessions to include interactions across multiple devices and platforms. This means you’ll be able to see how users interact with your website across all their devices, including desktops, tablets, and mobile phones. This will allow you to better understand the customer journey and make data-driven decisions to improve your website’s performance.

    One of the most significant changes in Google Analytics 4 is the way that data is collected and processed. Instead of relying on cookies, Google Analytics 4 uses an event-driven data model that collects data from multiple sources, including your website, mobile apps, and other digital platforms. This allows for more accurate tracking of user behavior and a more complete picture of the customer journey.

    Now, let’s talk about what you need to do to prepare for the transition to Google Analytics 4:

    • Make sure your website’s tracking code is up-to-date. This will ensure that your data is collected accurately and that you’re ready to switch when the time comes.
    • Check to see if any custom reports or features will be impacted by the switch. Some features may not be available in Google Analytics 4, so reviewing your current setup and making any necessary adjustments is important.
    • Inform anyone on your team who uses Universal Analytics of the upcoming changes. This will help ensure that everyone is on the same page and that there are no surprises when the switch happens.

    By taking these steps, you’ll be able to ensure a smooth transition to the new platform and take advantage of the advanced features and capabilities of Google Analytics 4. So start preparing today, and get ready to take your data analytics to the next level!

    What Features Will You Lose When Universal Analytics Retires?

    Google Analytics has been a staple in the world of digital marketing for years, providing businesses with valuable insights into their website traffic and user behavior. However, as technology evolves, so do the needs of businesses. That’s why Google has introduced Google Analytics 4, which offers many new features and capabilities to help businesses stay ahead of the game.

    While Google Analytics 4 is a step forward, you’ll lose a few things when Universal Analytics is retired. Here are a few features that won’t be available:

    • Demographics and interest reports: One of the key features of Universal Analytics was the ability to gather information about the age, gender, and interests of your website visitors. This feature won’t be available in Google Analytics 4, which means you’ll have to find alternative ways to gather this information.
    • Remarketing audiences built on Google Analytics data: With Universal Analytics, you could create remarketing audiences based on the behavior of your website visitors. This feature won’t be available in Google Analytics 4, but there are other ways to create remarketing audiences using Google Ads.
    • Some custom report types and parameters: If you’ve created custom reports in Universal Analytics, you may find that some of these reports won’t be available in Google Analytics 4. However, Google Analytics 4 offers new reporting capabilities, so you may not need these custom reports anymore.
    • Integration with DoubleClick Campaign Manager: If you use DoubleClick Campaign Manager to manage your advertising campaigns, you’ll find that the integration with Universal Analytics won’t be available in Google Analytics 4. However, Google has introduced new integrations with other advertising platforms, so you’ll still be able to track the performance of your campaigns.

    While it’s natural to feel a little apprehensive about losing some of these features, it’s important to note that Google Analytics 4 offers alternative solutions to many of these features. For example, you can use Google Tag Manager to gather this information instead of relying on demographics and interest reports. And while the integration with DoubleClick Campaign Manager won’t be available, you can still use Google Ads to track the performance of your campaigns.

    Overall, Google Analytics 4 is a powerful tool that offers many new features and capabilities to help businesses stay ahead of the game. While there may be a few features that you’ll lose when Universal Analytics is retired, the benefits of upgrading to Google Analytics 4 far outweigh any drawbacks.

    What Are the Benefits of Moving to Google Analytics 4?

    Now that we’ve covered what you’ll lose when Universal Analytics is retired let’s talk about what you’ll gain by moving to Google Analytics 4. Here are a few benefits:

    • More advanced tracking: You’ll be able to track user behavior across multiple devices and platforms, giving you a more complete picture of your audience.
    • Faster access to data: With a more streamlined interface, you’ll be able to access your data more quickly and easily.
    • Improved insights: Machine learning algorithms will be used to provide more accurate and insightful data.
    • Enhanced user privacy: Google Analytics 4 is designed with user privacy in mind, allowing you to collect data while respecting user consent.

    By moving to Google Analytics 4, you’ll be able to gain deeper insights into your audience and make more informed decisions about your website.

    How to Make Sure Your Data is Safe During the Retirement

    During the transition from Universal Analytics to Google Analytics 4, it’s important to ensure your data remains safe and secure. Here are a few steps you can take to protect your data:

    • Back up your data before making the switch
    • Double-check that all of your data is being properly tracked and transferred
    • Create new goals and events in Google Analytics 4 to match your Universal Analytics setup

    By taking these actions, you can avoid any potential loss of data during the transition.

    How to Make the Switch to Google Analytics 4

    Now that you know the benefits of switching to Google Analytics 4, let’s discuss how to do it. Here are a few steps:

    • Set up a new account in Google Analytics 4
    • Add the new tracking code to your website and remove the Universal Analytics code
    • Recreate your custom reports and dashboards in Google Analytics 4
    • Update any integrations with Google Analytics 4

    By completing these steps, you’ll be able to seamlessly transition to the new platform and start taking advantage of its advanced features.


    As Universal Analytics is set to retire, it’s essential to start preparing for the transition to Google Analytics 4. While it may take some time to get reacquainted with a new interface, the benefits of moving to Google Analytics 4 are well worth the effort. With accurate and insightful data, you’ll be able to make more informed decisions for your website and better understand your audience.

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