Skip to content

Is your business ready for Google Analytics 4?

‘’On July 1st, 2023, no new data will be processed via Universal Analytics. Therefore, you must have a migration plan in place beforehand.’’


On July 1st, 2023, standard Universal Analytics (UA) properties will cease data processing. Only new data will  be processed in
Google Analytics 4 (GA4) properties after this date.


This highlights the need to do the following:

  • Set up a GA4 environment within your organization.
  • Migrate from the UA environment into GA4.


What impact will it have on me as a user and on my business?


Benefits of switching to GA4:

GA4 is an updated version of Google Analytics that addresses current business needs and legislation such as GDPR and CCPA. Some key benefits for your business include:

  • Smarter insights based on machine learning models.
  • Data control and transparency with a focus on privacy.
  • Improved cross-device and cross-platform tracking.
  • Enhanced reporting capabilities.

GA4 provides a more digestible overview of customer data, allowing you to make more informed decisions and improve your marketing strategies. By preparing ahead of time and setting up GA4, you can familiarize yourself with the platform and use both UA and GA4 concurrently.
Starting to use GA4 early will allow you to gather more historical data for analysis.


Data Collection in GA4:

To continue using the Google Analytics platform and make year-on-year comparisons in GA4 after July 1st, 2023, it is necessary to begin collecting data in GA4.

Here are the specific scenarios:

Universal Analytics users: You will have access to your historical data until July 2024, but no new data will be processed from July 2023.

360 Universal Analytics users: You will have an extension that ends on July 1st, 2024. UA will continue collecting and processing data until that date.


What are the important things to consider when switching to GA4?


Compared to UA, GA4 represents a fundamental change in how data is tracked and stored. As a result, all use cases related to Google Analytics – both within and outside of Google Analytics – will be affected. Features related to bounces, sessions, or any other metrics will be tracked differently, necessitating re-evaluation and accounting for the changes.

Overall, GA4 represents a significant shift in the way data is tracked and analyzed in Google Analytics, with a greater focus on event-based tracking, cross-device tracking, and privacy-centered data collection.

At Avaus, we can help you switch to GA4 and take advantage of its new features and capabilities, while ensuring that your data tracking is accurate and aligned with your business goals.


What happens to my data in UA?


Data will remain in UA and will not be automatically transferred to GA4. However, historical reports will be accessible in the standard UA dashboard for 6 months after the expiration date, which is July 1st, 2023.
After this date, access to the data will be permanently lost. Therefore, you will be able to process historical data from UA until the expiration date.


Automated Migration Process:

Google encourages all users to migrate from UA to GA4. For non-360 UA properties not using goals, audiences, or Google Ads, if you did not opt out of auto-migration by February 28th, 2023, or March 31st, 2023, Google will automatically migrate your UA properties to GA4. However, it is essential to review the migration process to ensure accurate data tracking.


Note that automated migration will not be available for any UA properties that are 360-enabled, requiring manual migration. Regardless of opting out or not, planning the migration and setting up the GA4 environment are necessary steps.


Preparing for the Switch:

The impact it has on your business will be determined by how well you prepare for the switchover. Essentially, GA4 provides businesses with a more comprehensive and flexible view of their customer data, helping your organization to make smarter decisions and improve on your marketing strategies. You can learn more about the general process of switching to GA4 in this article from Google.


How can we help you?

At Avaus, we have extensive experience within the Google platform and have helped our customers with successful migrations to GA4. The level of urgency is based on your data usage level and your familiarity with the new GA4 system.


Contact us at to schedule a call or a meeting, where we can discuss your needs and assist you with review of your current set up, as well as optimize your use case strategy for maximized ROI.


We can: 

  • Review your current setup and use cases.
  • Define the migration strategy and roadmap.
  • Recommend complimentary use cases for maximized ROI.




Marianne Clement

Growth Analyst



Möchtest du lieber auf Deutsch weiterlesen? Kein Problem, du kannst auch weiterhin auf der englischen Hauptseite stöbern. Wähle unten einfach deine Präferenz: