Back in 2005, Google first launched its website measurement platform Google Analytics. Since its initial launch, Google Analytics has undergone numerous changes to keep up with evolving technology and in October 2020 a new platform, Google Analytics 4 (GA4), was launched. Over the past 2 years the platform has received numerous updates to better serve its users and deliver the data that business owners and marketing professionals are looking for. All the while the previous version of Google Analytics, Universal Analytics, continued to be operational and used on a significant number of websites. In March 2022 Google announced it was going a step further and set out plans to sunset Universal Analytics on 1st July 2023, making Google Analytics 4 the go-to method for collecting data.
With today marking one year until Google Analytics 4 is the only option Google Analytics provides, business owners and marketers who haven’t already installed GA4 have missed an important deadline. The real power of data is being able to benchmark and compare it to previous periods and, unless you’ve already installed GA4, you won’t have a full year of data to compare against when Universal Analytics is made redundant.
Although that important deadline has passed, it’s not too late to install GA4 on your website to ensure you’re capturing as much data as possible. You can find more information from Google themselves in this post. If you would like to know more about GA4 or need to speak to the experts about installing it on your website, please call our team on 01788 288 800.