Google to Phase Out Universal Analytics in July 2023

Every once in a while, a new technology or platform comes along that has the potential to change how website SEO analysis is done. Google Analytics 4 (GA4) is one of those game-changers, primarily affecting SEO analysis in light of marketing efforts.

On 16 March, Google announced that it would be deprecating its Universal Analytics in two phases. The first phase will begin on 1 July 2023, when Universal Analytics properties will stop processing new hits. The second phase will start on 1 October 2023, when Universal Analytics 360 properties will stop processing hits altogether.

Universal Analytics data that has already been processed will be stored for at least six months following the deprecation dates mentioned above.

This means that Universal Analytics users will still have access to their data even without taking any action as of yet. However, it is strongly recommended that users update to the latest version analytics tool at the soonest time possible to ensure seamless compatibility and ongoing support.

Google’s Purpose for Making this Switch

According to Russel Ketchum, Google’s director of product management, Universal Analytics was designed for an era when online activity was measured primarily through desktop web browsing, independent sessions and more easily observable data collected through cookies. However, this way of measuring online behaviour is becoming increasingly outdated.

The difference between Google Analytics 4 and its predecessor is that GA4 operates across platforms, isn’t reliant on cookies and uses an event-based data model for analysis. GA4 also does not keep track of IP addresses, which can help brands comply with privacy regulations.

Google Analytics 4: A Brief History

The fanfare behind Google’s latest update to its Analytics platform was well-deserved. The new version offers powerful AI-powered insights, the ability to track users across devices, and more granular data controls.

The biggest and most recent update to Google Analytics is the release of Google Analytics 4. This update includes deeper integration with Google Ads, expanded predictive insights, cross-device measurement features and more granular data settings.

Announced on 16 March, the release is a rebranding and expansion of the App + Web property introduced last year, marking the first major step in advancement from Universal Analytics.

New AI-driven predictions and insights. The update includes new features powered by machine learning, such as insights and predictions. These can alert marketers to data trends, such as soaring demand for a product on sale.

The new technology can help marketers anticipate actions their customers might take in the future and focus on higher-value audiences. The technology is also used to predict outcomes, such as churn rates and the potential earnings a business could make from a specific market segment. Those insights can help businesses make more informed decisions about how to allocate their resources.

More powerful Google Ads audiences integration. With GA4, marketers can automatically keep their audiences updated across web and app activity. So if a user completes an action that qualifies them for an audience on the web, they’ll be automatically added to the list. Similarly, if they complete an action on the app that would take them off the list (like making a purchase), they’ll be automatically removed, so they wouldn’t be retargeted unnecessarily. This way, businesses can be sure that they are reaching the right people with the most relevant ads.

Moreover, GA4 will report on actions from YouTube engaged views that take place both in-app and on the web. This offers a more holistic view of how users interact with the brand across different touchpoints. It can also help identify opportunities to better improve audience engagement, driving conversions.

Customer lifecycle-framed reporting. One of the most crucial changes in Google Analytics 4 is the way in which reports are organised. In Universal Analytics, reports were typically presented in a linear fashion, with each report providing data on a specific step in the customer journey. However, GA4 takes a more holistic approach, organising reports around the entire customer lifecycle.

The company noted that the reports are designed to help marketers understand which channels are driving new customers, as well as customer engagement and retention rates. Additionally, the reports can help identify areas where customers may be dropped off, providing valuable insights to help improve the customer experience.

This new Analytics experience also gives marketers a better view of how their customers engage with the brand. They can now see this information across various platforms, as well as channels. Additionally, they have the ability to provide their user ID or enable Google signals to deduplicate users across devices for ad targeting and reporting purposes.

This also comes as a reminder for many search marketers who have been putting off adopting GA4. In just over 15 months from now, Universal Analytics will no longer be an option, so the more familiar they get with GA4’s interface and capabilities, the better equipped they’ll be in handling the transition for their brands.

Amp Up Your SEO Analytics Campaign with GA4

GA4 will offer a fresh take on website SEO analysis, streamlining marketing efforts and providing users with the ability to track site visits and conversions in real-time. This ensures that marketing campaigns are as effective as possible and also provides you with the ability to monitor your website’s progress.

We at position1seo.co.uk are experts in SEO analysis and can help your website rank higher in search engine results pages. With the latest update on GA4, we can help you take advantage of its new features and improve your website’s performance. Whether you wish to be familiar with the GA4 rollout or are looking for someone to manage your website’s universal analytics for website SEO analysis, we will work with you to develop a marketing strategy that suits your business and provide you with the tools and support you need to succeed.

We can create the most cost-effective SEO marketing campaigns, allowing you to expand your web presence while remaining competitive in your industry. Our expertise in SEO analytics, Search Engine Optimisation (SEO), Pay-Per-Click (PPC) Management, Social Media Marketing, and Conversion Rate Optimisation, among others, will help you achieve your desired results.

Do not hesitate to get in touch with us if you have any queries or concerns regarding our services. Call us on 0141 846 0114 or send an email to jason@position1seo.com to learn how we can help.