A Google tool that is key to your business is going away. What should you do?
Google Analytics is a platform created by Google that allows the collection of data from a website or application and the creation of reports that provide valuable insight for the website/app owner.
Many websites around the world use Google Analytics to collect useful traffic and performance data about their website. In fact, Web Technology Surveys reports that 86.1% of all websites use Google Analytics as of January 2023.
Google plans to sunset the current version of Google Analytics — Universal Analytics — on July 1, 2023.
“Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies,” Russell Ketchum, director, product management at Google, said in the announcement. “This measurement methodology is quickly becoming obsolete.”
Google’s Universal Analytics is being replaced by Google Analytics 4 (GA4). The new platform is different from previous versions because it doesn’t use cookies, opting for event-based data solutions for measuring data. Recent changes in privacy regulations made it clear that IP addresses should no longer be stored. GA4 will no longer collect IP addresses.
What should you do about it?
Get a plan in place to upgrade to the new platform if you haven’t yet. If you aren’t using Google Analytics 4 already, you won’t have historical data to look at soon. Google will keep Universal Analytics data for at least six months, but eventually, it will go away.
The best-case scenario is to add Google Analytics 4 as soon as possible. It will start collecting data in parallel with Universal Analytics, so you have some historical data in the new platform before Universal Analytics is turned off.
Technology companies such as Twin State Technical Services, located in Davenport, can help you set up Google Analytics 4. The firm, which has served the Quad Cities for more than 25 years, specializes in IT solutions, networking infrastructure, cybersecurity, custom software, and website development.
To learn more about this change, visit www.tsts.com.
Cindy Whiteman is the web and digital marketing manager for Twin State Technical Services, Davenport. Ms. Whiteman can be reached at cwhiteman@tsts.com.
