Google Changes: Universal Analytics No Longer - Switching to GA4

Universal Analytics will no longer process new data in standard properties beginning July 1, 2023. Prepare now by setting up and switching over to a Google Analytics 4 property.

If you have an existing Google Analytics property, you’ll want to prepare for Google’s new Universal Analytics. With Universal Analytics, all websites that you access from a single Google account will be consolidated into your main property. This means that your external properties such as website tracking links or membership sites will no longer be able to process data for their own properties starting July 1, 2023.

Since Universal Analytics automatically detects external properties and combines them with your main property, it’s important to create and manage these tracking links before the switchover date.

Here are the most important things you need to know about setting up and switching over to a Google Analytics 4 property:

What is Google Analytics 4 and why should you care?

With Universal Analytics, any website you access from a single Google account will be consolidated into your main property. This means that your external properties such as website tracking links or membership sites will no longer be able to process data for their own properties starting July 1, 2023. Since Universal Analytics automatically detects external properties and combines them with your main property, it’s important to create and manage these tracking links before the switchover date.

Google also recommends that you switch over to a Google Analytics 4 property before July 1, 2023 if possible.

There are three main benefits of switching to Google Analytics 4:

1. Consolidation: All of your websites are combined into a single property. If your business has multiple websites, you’ll want to set up a separate property for each website you own.
2. Visitor reporting: Through Google Analytics, you can view metrics for each website and see how your traffic is split between them. You can also see how unique visitors are distributed between your website and other properties.
3. Cross-device tracking: With Google Analytics 4, you’ll be able to track how visitors use your site across all devices, including mobile devices, tablets, and the web.

How to set up a Google Analytics 4 property

Since you can’t add tracking links for external properties manually, you’ll need to create a Google Analytics 4 property. Once you’ve created your new property, you’ll be able to add tracking links for your external properties by copying and pasting the code that you see in the Google Analytics interface.

Make sure to use the same name and web address for your new property as the external properties that you want to track. When you’re finished, you’ll be able to view metrics and track visitors across your new Google Analytics account.

Things to know before switching over to a Google Analytics 4 property

• Switch over before the switchover date: If you have an existing Google Analytics property, you’ll want to prepare for Google’s new Universal Analytics. With Universal Analytics, all websites that you access from a single Google account will be consolidated into your main property. This means that your external properties such as website tracking links or membership sites will no longer be able to process data for their own properties starting July 1, 2023. Since Universal Analytics automatically detects external properties and combines them with your main property, it’s important to create and manage these tracking links before the switchover date.
• Create new accounts: If you have a large number of websites, you’ll want to create new Google Analytics accounts for each website you own. If you have an existing Google account, you can switch over to a new account and then copy the basic information for your old account.
• Keep your data separate: With Universal Analytics, all of your data will be merged into a single property. If you have sensitive data that you want to keep separate from your business information or IP addresses, you’ll want to create new properties for each website.
• Remain inactive with your old account: Once you’ve created your new account, you shouldn’t log into your old account and make changes to your data. This can confuse Google’s algorithms and result in your new account being relegated to a secondary status.
• Switch over to a new account if you have an existing one: If you already have a Google Analytics account, you can switch over to a new account if your current account is also a Google Analytics 4 property. However, make sure to copy your data before switching over to a new account.
• Update your website: If you have the main page of your website set up with a Google Analytics embedded tracking code, you’ll need to update your site to redirect visitors to the new tracking code. This can be done manually or automatically with a redirect plug-in or redirect script.

After the switchover, hit pause on all tracking for your site

After the switchover, you won’t be able to process any new data in standard properties such as Google Analytics, YouTube, or DoubleClick. This includes data about new visitors and new transactions. Start over again by creating new accounts and redirecting your visitors to those new accounts.

Set up a new tracking link for your external property

After the switchover, you’ll want to create a new tracking link for your external property. You can do this either by visiting Google Analytics and creating a new property from there or by creating a new property in your existing account and then copying and pasting the code. Make sure to use the same property name and web address as the external property that you want to track.

Test your site’s tracking after switching over to a Google Analytics 4 property

Once you’ve set up a new Google Analytics account for your external property, you can verify that your external website is showing up in the metrics. You can also view a real-time overview of your traffic distribution in the Overview section under Audience > Overview.

Once you’ve verified that the data is correct, you can go back and take care of any last-minute bug fixes or other adjustments that you might need to make.

Wrap Up

With Universal Analytics, all of your traffic data will be merged into a single property. This means that your external properties such as website tracking links or membership sites will no longer be able to process data for their own properties. If you have an existing Google account, you can switch over to a new Google Analytics account and then copy your data into the new account. Before you switch to a new property, make sure to set up a new tracking link for your external property. Once you’ve switched over to a new account, you should hit pause on all tracking for your site and redirect visitors from your current account to the new account.

Tommy House Studios can help small business owners make sure they are ready for the switch. Are you ready? Find out, contact Tommy House Studios today!