What’s changing?

Google announced on their Google Marketing Platform blog that Universal Analytics – commonly known as UA – will stop processing new hits on 1 July 2023, with 360 properties ceasing to process their hits on 1 October 2023. Google Analytics 4 (GA4) will fully replace Universal Analytics.

What is GA4?

GA4 is Google’s new improved version of analytics. In short, it’s Google’s answer to measurement without cookies, with privacy-first solutions and machine learning baked in to enable businesses to adapt and thrive in an evolving advertising landscape.

What are the implications for my business?

If your business relies on UA for advertising and analytics on customer behavior and insights then you need to act now and prepare for the transition to GA4. We advise you to transition your business to GA4 by Autumn 2022 to ensure you have a year’s valid data to compare.  Otherwise, come October 2023 you will not be able to compare your historical data which will impact your insights and decision-making for media budgets. In other words, it is important to prepare now to build the key historical data your business needs before Universal Analytics stops processing new hits.  

“As a large enterprise business with a wide product portfolio, the new Analytics 360 with GA4 has unlocked insights for our teams to make data-driven decisions, while providing the ability to meet our complex data governance needs with ease and flexibility.”

Rashi Kacker
Director of Marketing Technology Innovation, Constellation Brands
via the Google Marketing Platform blog.

How can you prepare for a smooth transition to GA4?

Contact us today via: for a quick discovery discussion on how we can help you transition smoothly to GA4. We’ve executed over 100 implementations on GA4 to date. This is why we understand how important an uninterrupted migration is. Our global consulting practice’s subject matter experts have turnkey implementation methodologies to ensure your business’s effortless transition to GA4.

Discover more

Learn more about the changes and how you can prepare via the Google Help Center, or read our perspectives on ‘How to unlock the power of first party data in your marketing’ to learn more.