Observed Signal · Apr 26, 2023 · Policy Update · Source: CMSWire · Impact: 4/5 · Sentiment: Neutral
Master the Move from Universal Analytics to Google Analytics 4
Stephanie Petrusha, Director of Technology at Cylogy, explains the key differences between Universal Analytics (UA) and Google Analytics 4 (GA4) as the July 1, 2023 deadline approaches for standard UA properties to stop processing data. She outlines GA4's event-based data model, predictive analytics capabilities, improved privacy controls, and tighter Google Ads integration. The interview highlights common migration pitfalls, including data discrepancies, a steeper learning curve, the 14-month data retention limit, and challenges with forms and conversions. Petrusha advises businesses to run UA and GA4 in parallel, test and validate data, and use GA4's customer lifecycle reports to optimize user experience and conversions. She will present on GA4 migration essentials at the CMSWire Connect conference.
Google is deprecating Universal Analytics, forcing all marketers to migrate to GA4, a major analytics shift affecting data tracking and measurement across the industry.
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Key Takeaways & Evidence Grounding
- Standard Universal Analytics properties will stop processing data on July 1, 2023.
- Google Analytics 360 Universal Analytics properties will stop processing data on July 1, 2024.
- GA4 is based on an event-based data model, providing more granular tracking of user behavior.
- GA4 offers predictive analytics features such as purchase probability, churn probability, and predicted revenue.
- GA4's data retention policy requires businesses to build their own warehousing architecture for data older than 14 months.
Connected Companies & Entities
2 Entities mapped“According to Google, Google Analytics 4 is a new kind of property with different reports than what you're used to seeing in Universal Analyt...”
“Forms — if you have multiple 3rd party form integrations (i.e. Marketo) you might have tracking issues. (Marketo is a product owned by Adobe...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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