Changes to Google Analytics

The long-awaited retirement of Google Analytics UA is almost here! Google is officially turning off UA on July 1, 2023. Unless you’re a 360 customer with an exception, that is the last date Google Analytics will process data.

What does this mean for you?

If you’re a long-time user of Google Analytics, now is the time to check to see if you’re using UA or GA4. Switching could be as easy as one-click, depending on how you’ve configured Google Analytics, or it might require some manual re-tagging and data migration. In most cases, Google has already created a GA4 property for you and has migrated many of the configuration options from your old UA property.

If you created a Google Analytics property before October 14, 2020, it’s likely a UA property and will require migration. If you created a property after that date, it’s likely a GA4 property, and no action is needed. If you’re still unsure, Google has provided a guide to help you figure out which version you’re using.

What are the benefits of GA4?

GA4 is the next generation of Google’s analytics engine, built on Firebase, Google’s real-time mobile app platform. Benefits include:

• The ability to collect website and mobile app data in one property

• Enhanced privacy controls and “cookieless” measurement

• Built-in support for streaming data to BigQuery

What’s important for CTA Partners?

The biggest enhancement with the move to GA4 is using the built-in BigQuery export. Previously, CTA would need to configure a sync in our platform in order to schedule regular exports from the GA platform. For most customers, you can now do this yourself directly in GA4–all of your data will land directly in your PAD!

If you’re a 360 customer with an SLA-based contract with Google, this migration may not apply to you right now. If you have questions, just ask us!