The Sooner You Adapt to GA4, the Better

By now, everyone knows that Google’s Universal Analytics (UA) will be phased out after July 1st of next year and replaced by Google Analytics 4 (GA4). This has lulled some into a sense of security that there is still time to switch. But that security is temporary. Seven months go by faster than we think. If you haven’t changed over to GA4, do so now. Don’t wait.

For the sake of your data, change to GA4 now

If your reasons for stalling on making this transition are of the “if it’s not broken, don’t fix it” train of thought, a lot will be broken—where your data is concerned—by the time July 1st rolls around. As Adrian Levinger explains in Forbes, data that has been collected in UA will not be automatically imported into GA4. The longer you wait means that brands which continue to be advertised on the older UA will have no historical data to serve as guidance once GA4 is in place.

A difficult learning curve

Mr. Levinger notes that once transitioned and switched on, GA4 begins to collect data. So, the sooner you make the migration, the more you will benefit, as you will already have months of data to work with. And yes, it’s true that the learning curve to understanding differences between UA and GA4 is difficult enough. The checklist of what to learn may seem overwhelming. Among these difficulties is the mismatch in data results when GA4 is run alongside UA. This is part of the overall learning process that you and all other marketers must adjust to. Tough? Yes. While we’re on this topic, is the difficulty of migrating from UA to GA4 another reason for waiting? If so, you’ll have a lot more difficulty in the nearer-than-you-think future.

If you don’t transition from UA to GA4—and soon…

As stated above, by not making a prompt change to GA4, you are jeopardizing the marketing performance of the brands you represent. Think of the data that was compiled in UA as a foundation. Without that foundation (which translates into failing to transition to GA4 before July of 2023), you’ll have nothing to guide you when it comes to future planning strategies. In short, you’d be starting from scratch. An already difficult transition will be much worse.

The importance of proactively making the move to GA4—and doing so as soon as possible—cannot be emphasized enough. If this transition is too overwhelming, or you have questions on how this new system works, reach out to EGC for assistance. Our analytics teams will guide you through the complexities of adapting to GA4. (Yes, we well know they are complex.)

For a personalized consultation about becoming “GA4-ready,” contact EGC today. (Don’t wait until July of next year.)