Have you received an email from Google stating your analytics will stop processing? As businesses continue to grow and evolve, it’s important to stay on top of the latest technology and tools to help streamline processes and improve performance. One area where this is particularly important is in web analytics. With the rise of big data and the increasing importance of online marketing, it’s crucial for companies to have a robust analytics platform in place to track website traffic, user behavior, and other important metrics.

For years, Google Universal Analytics (UA) has been the go-to platform for many businesses looking to track website data. However, with the recent release of Google Analytics 4 (G4), many companies will now need to make the switch. But what are the benefits of converting from UA to G4, and is it worth the effort?

Why Upgrade to Google Analytics G4

First and foremost, G4 is designed to be more flexible and customizable than UA. This means that businesses can tailor the platform to their specific needs and goals, rather than relying on a one-size-fits-all approach. For example, G4 allows for more granular tracking of user behavior, so businesses can gain a deeper understanding of how visitors are interacting with their website. This can help identify areas for improvement and optimize the user experience to increase conversions and revenue.

Cross-Device Tracking

Another major benefit of G4 is its enhanced cross-device tracking capabilities. With so many people accessing websites from multiple devices (e.g. desktop, mobile, tablet), it’s important to be able to track user behavior across all platforms. G4 uses machine learning to analyze user data and create a more comprehensive view of the customer journey. This means businesses can better understand how users are interacting with their brand across different devices, and make data-driven decisions to improve engagement and drive conversions.

Improved Integrations with Google Tools

G4 also offers improved integration with other Google tools, such as Google Ads and Google Tag Manager. This can help streamline workflows and make it easier to manage multiple campaigns and platforms from a single dashboard. Additionally, G4 includes new features like predictive analytics and data modeling, which can help businesses make more accurate predictions about future trends and behavior.

There Could Be Challenges

Of course, there are some challenges to consider when converting from UA to G4. The platform is still relatively new, so there may be some bugs or glitches to work out. Additionally, because G4 is a new platform, there may be a learning curve as teams get up to speed on the new features and capabilities.  If you have goals and conversions setup, those can be complicated to transfer and should be tested and setup appropriately.

So What Are My Options?

Ultimately, whether or not to convert from UA to G4 will depend on each individual business’s needs and goals, but Google Universal Analytics will stop tracking data on July 1, 2023. With its enhanced tracking capabilities, customizable features, and improved integration with other Google tools, G4 can help businesses gain a more comprehensive view of their website data and make more informed decisions to drive growth and success. For companies looking to stay ahead of the curve and take advantage of the latest technology, G4 is best performed by those experienced with Google Analytics if you want it to be it’s best.

We at Next Level are happy to discuss our options to help migrate from G-UA to G4. Data is how we help our clients make the best decisions and we understand it is crucial to have the best data. Visit our contact page or call us at (719) 445-9066 to discuss.

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