No More Universal Analytics, Migrate to Google Analytics 4

Published May 24, 2023 by Marketing Team

As you might have seen from the email notifications sent by Google over the past couple months, Universal Analytics (UA) is going away on July 1st for most users. Customers with 360 Universal Analytics have an additional year to migrate. All-in-all it's not the end of the world, upgrading to its replacement Google Analytics v4 (GA4) is well supported and requires minimal effort for most scenarios.

To upgrade see the migration instructions provided by Google.

There are some things to keep in mind to avoid any surprises:

  • The code snippet changes between UA and GA4. With UA you would have seen something like gtag('config', 'UA-XXXXXXXX-YY') in the embed code for a property. It's now G-XXXXXXXXX.

  • The data between UA and v4 does not automatically get transferred. The data is structured differently between the two so there is no direct way to migrate. For historical data you are able to export from UA. Exporting is a good idea since other tools might add support.

  • If you don't see a UA embed directly on your website it's also possible that it could be present in Google Tag Manager as a destination.

If you are unsure if your website uses Universal Analytics, perform a free scan with TotalWebTool today since it's one of the things we scan for.

We hope everything goes well with your upgrade.

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