The End Of Google Analytics! (As We Know It)

Sonar Group
February 12, 2024

Google Analytics as we know it (Universal Analytics), will cease to exist by the end of 2023. It will stop processing new hits from the 1st of July for Standard Universal Analytics properties and the 1st of October for Paid Properties. 

You’ll be able to access your previously processed data until the 1st of January 2024, and then Universal Analytics data will no longer be accessible. Google Analytics 4 (aka GA4) will be the only option in 2024.  (learn more).

As with any forced change, many we have spoken to aren’t fans of GA4. A lot of familiar and useful reports are going away, or have changed significantly. Some are baffled by the unfamiliar GA4 interface, which takes a bit of getting used to.

On the other hand, GA4 is a bold step to the future for free analytics programs. GA4 is built to future-proof analytics against reactive frameworks, privacy & data collection issues, and cross platform tracking limitations. If set up correctly GA4 should help marketers seamlessly understand their customer’s journey across multiple touchpoints and understand their value in a cookieless digital world.


What this means for marketers:

Universal Analytics will restrict access to all past data from December 2023 onwards. If you don’t set up GA4 and start the process of saving existing data, there will be a gap in your analytics when comparing YoY. If your reporting infrastructure/dashboards rely on Google Analytics data they will no longer work. Moreover, third party tools such as MailChimp have GA integrations, which will need to be updated as soon as possible. 

If you do not migrate to GA4, your website will be left without active data collection after July 2023.

Compared to GA, GA4 has introduced a whole suite of new dimensions and metrics to get your head around. For instance, GA4 did not originally include Bounce Rate! (it has since been reinstated).


What is the Solution:

To be prepared for this transition we recommend that GA4 is activated and implemented ASAP. For a smooth transition, running Universal Analytics and GA4  side-by-side is the best solution to access historical data while building data in the new platform and introducing new metrics and dimensions to your teams.

If you’re not sure where to start, we have developed a few programs to help you: 


GA4 Basic 

This approach is for companies that have basic GA in place today, and are happy with that level of insight. What is involved:

  • Access to Google Tag Manager and Implementing tag within GTM
  • QA to ensure tag is firing properly

Contact us here for this product. 


GA4 Plus 

This approach is for companies that are tracking goals in GA, and potentially also have a Google Data Studio Dashboard rolling up the data. What is involved:

  • Access to Google Tag Manager and Implementing tag within GTM
  • Implementation of Goals in GA4 consistent with existing GA
  • Refresh of DataStudio to mirror GA
  • QA to ensure tag is firing properly, goals are tracking and DataStudio refresh is working

Contact us here for this product.  


GA4 Premium 

This approach is for companies that would like to use the move to GA4 as an opportunity to review tagging and go deeper with level of insights.  This can also involve implementation of GA4 in the dataLayer – requiring development time/assistance. What is involved:

  • Measurement Plan
  • Tagging Specification Document
  • Implementation and QA
  • Datastudio implementation


Contact us here for this product or if  you have any questions at all!

Give us a call (+61) 0414 600 861 or shoot us an email.

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