By this time next year, you won’t be able to collect any more tracking data via your Google Analytics account – unless you have implemented GA4. On 1st July 2023, Google Analytics will only process new data via their GA4 (Google Analytics 4) properties – meaning you can no longer track any new data via UA. Google Analytics 360 properties will receive a one-time processing extension ending July 2024. Because GA4 is VERY different to UA, it is very important you pay attention to this change now and start putting GA4 in place as a matter of urgency. If you assume you can just ‘switch’ or ‘upgrade’ with a click of a button, – you’re wrong. If you want to continue tracking, you will need to set up GA4 from scratch, including new filters, conversions, ecommerce tracking etc. Because GA4 data is structured differently to UA, depending on your set up, this may require custom development to ensure everything is tracked according to your business needs. After 1st July, 2023, you will still be able to access your previously processed data in your UA property for at least 6 months – during which time Google suggests you export your historical data. Eventually, they will stop giving you access to your UA reports in the analytics interface or access to your UA data via the API. This is a big change, so make sure you have an analytics expert – with specific training/know-how in GA4 working on this for you – asap. The 3 most important things to be aware of: #1GA4 is a brand new system GA4 is a brand new system and has to be set up from scratch (you can’t just ‘migrate’ or ‘upgrade’ your current GA set up). It will also take time to get it properly set up and optimised for your business to give you the data you need. #2No historical data from UA will be available within GA4 No historical data from UA will be available within GA4. So if you require easy year-on-year comparisons, you need GA4 at least activated at a basic level now to start capturing data. #3You should set up GA4 now You should set up GA4 now so it starts capturing data straight away, so on 1st July, 2023 you have historical data to use in the reports. We recommend running GA4 alongside UA for a while so you can use UA for your existing reporting while you fine-tune your GA4 set up. Do you need help putting GA4 in place and optimising it to capture the data you need to run your business well? MPG’s web analytics experts are trained and experienced in GA4 set up and optimisation, so we’re a safe pair of hands to help you make this critical transition well. Please get in touch with Team MPG.