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Make the Switch to Google Analytics 4 by March 2024

A man using Google on his laptop

As a digital marketer, I’m sure you’re familiar with Google Analytics 4. It is a useful tool that helps businesses understand how people interact with their websites and apps. It uses smart technology and AI to provide insights, predict future behaviors, and solve discrepancies in the customer journey.

Recently, Google has been working hard to upgrade Google Analytics 4 to cater to different business needs. They're introducing some new tools that many have been asking for. You asked and they delivered!

So, for larger companies and agencies, they're making it easier for different teams to get the information they need. Soon, you'll be able to create customized reports for various roles and teams within your organization. For instance, if you have a team managing advertising campaigns, they can access a report that's designed just for them. How convenient!

Another helpful feature is the ability to organize your data. You can create subproperties and roll-up properties to keep things in order and control access to data. They're also linking these properties to other tools like Display & Video 360, Campaign Manager 360, and Search Ads 360 to improve your media buying strategies.

In the near future, they'll even make it easier to export your data to BigQuery, a cloud data warehouse. This means you can access your Google Analytics 4 data every day. A great move for marketers as it allows them to create customised predictive models and find their target audience.

To ensure a consistent analysis workflow, Google is currently planning to offer a service legal agreement (SLA) that lets you export insights at the same time each day which will be expected to roll out early next year.

Have You Switched Universal Analytics Properties to Google Analytics 4 Yet?

Google homepage on laptop screen

This is where it gets important: All these great features are only available in Google Analytics 4. So, if you're still using Universal Analytics, it's high time to make the switch!

Google recommends completing your move to Google Analytics 4 by March 2024. This gives you three months to double-check your data and settings and export any historical data you might need. Starting in July 2024, you won't be able to access Universal Analytics properties or the API, and all data in Universal Analytics will be deleted so you better work fast!

According to Google, this move to Google Analytics 4 is important because technology and regulations are always changing. Google is putting its efforts into making Google Analytics 4 better suited for these changes, and it's uncertain how well Universal Analytics 360 will continue to work.

For those in the European Economic Area (EEA), some advertising features in Universal Analytics 360 will no longer be supported starting in early March. This includes exporting conversions and audiences to Google Ads and Google Marketing Platform for EEA traffic.

To make the switch easier and faster, Google is introducing a new way to automatically upgrade your Google Analytics 4 properties to Analytics 360 using the API. If you have a lot of properties to move, you can create and set up Google Analytics 4 properties with the API, and soon you'll also be able to upgrade them to Analytics 360 with ease.

So, to ensure your business measurement remains reliable, it's essential to switch from Universal Analytics 360 to Google Analytics 4 by March 2024. If you’re unsure on how to do it, Google provides a step-by-step guide to help you set up and customize Google Analytics 4 to suit your needs.

Stay tuned for more updates!


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.

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