A significant shift is happening with Google Analytics, and you need to start preparing now.  Google is sunsetting its current Analytics (Universal Analytics) and replacing it with GA4.  GA4 stands for Google Analytics 4.  GA4 is Google’s 4th iteration of its analytics platform.  You likely are currently using Google Universal Analytics, their 3rd iteration of its analytics platform.

What is the main difference between Google Analytics and GA4? Google says: “Universal Analytics highlights Total Users (shown as Users) in most reports, whereas GA4 focuses on Active Users (also shown as Users). So, while the term Users appears the same, the calculation for this metric differs between UA and GA4 since UA is using Total Users and GA4 is using Active Users”.

GA4 is replacing Universal Analytics as the default for Google Analytics. According to Google, they plan to begin phasing out Universal Analytics on July 1, 2023. While your existing Universal Analytics will not stop working on that date, it will ultimately stop working.  

You do not want to be one of those organizations that loses data and insights into your website’s performance.  This post is designed to give you ample notice of this impending change so you can begin the process of transitioning.  Transitioning is easy, and you can transition anytime between today and July 1, 2023.