GA4: important dates and key updates

Chances are you’ve at least heard of Google Analytics 4 before now. And hopefully you’ve got it all set up and it’s been tracking your historical data for a while now. If not, we suggest doing so quickly so you have as much data to compare against moving forward. We covered the set-up process in our article exploring the advantages and disadvantages of Google Analytics 4,so take a look at that for advice on how to set up your new GA4 accont.

In this article, we will detail the most important dates released by Google and share them with you in one easy to reference place. We will also update the dates with any new information released from Google, so bookmark this page and check back regularly to ensure you are ready for the final switchover day.

Google Analytics 4: GA4 important dates

These are the dates we should all be aware of when considering Analytics and website tracking in general. We will update these dates with any relevant updates from Google, so check back.

As soon as possible (ASAP)

– If not already, set up your GA4 property and get it tracking your data

– Migrate data, if possible (Admin > Property > Data Migration)

– Update event data retention to 14-months to allow long-term comparisons

1 st July 2023

– GA4 will replace Google’s Universal Analytics permanently

– Google will begin sunsetting standard Universal Analytics properties

– All standard UA properties will stop processing new hits

1 st July 2024

– Universal Analytics 360 properties will receive an additional twelve months of new hit processing

– Universal Analytics 360 properties’ sunset date

After the above dates

– You’ll be able to access your previously processed data in Universal Analytics for at least six months after UA support ends

Throughout 2023

– Google will be reducing support for UA and UA 360 and focusing on GA4, so we can expect some reduced performance of UA over 2023.

Next Chapter’s GA4 advice

Firstly, we’ve said it before, and we’ll probably say it again: set up your GA4 property – ASAP. The sooner you set it up, the more historical data you will have access to for yearly and monthly comparisons. Google have provided a simple step-by-step GA4 set-up guidehere. To enable tracking, you will need access to a Tag Manager account or will need to add the tracking code to your site directly.

Once your GA4 property is set up, we recommend starting to use it alongside your Universal Analytics account. This is easy to do by switching between the two properties in the top left when in Analytics. We advise this so you can start getting used to the differences between the two, which we explored in depth in our recent blog sharing the advantages and disadvantages of Google Analytics 4. Pay careful attention to the different types of events, goals and specific metrics which may have been updated, like bounce rate.

Finally, we advise all GA4 users to stay informed. This means keeping up to date with any new updates from Google, testing any newly released features and sharing insights with colleagues so they are all on the same page. It’s no good finding a new metric you want to shout about in your board report if no one else in your business knows what it means. Why not train up key users of your Google property to receive a Google Analytics 4 Certification? This way they can be Analytics ambassadors in your workplace and teach others what they need to know.

Need more advice? Next Chapteris a strategic digital marketing agencywho strive to disrupt markets and stay ahead of the curve. Get in touch for expert marketing advice, or let’s start a project together.

GA4 features coming soon

Here we delve into some of the new features Google have been developing which are bound to dramatically improve the way we report on website and app traffic. Some already exist, some will be released later.

Machine Learning – behavioural modelling uses machine learning to fill gaps in your understanding of customer behaviour when cookies and other identifiers aren’t available. Soon, behavioural modelling will also be available in real-time reporting, giving you a complete view of the consumer journey as it happens.

Custom Channel Grouping – Google Analytics 4 will offer custom channel grouping to give you a better understanding of your marketing campaigns. This feature will aggregate data from various channels, allowing you to compare the performance of different campaigns, such as paid search brand and non-brand campaigns.

Campaign Manager 360 integration – your insights must lead to actionable steps to be valuable. Google is integrating Campaign Manager 360 with Google Ads, Display & Video 360, and Search Ads 360 via Floodlight. This integration will enable marketers to bid towards Google Analytics 4 conversions in Display & Video 360’s automated bid strategies.

Do you have a favourite new feature of GA4? Let us know on Instagramor TikTokand let’s help each other become Google Analytics 4 experts.