In this blog, I will try to explain what is happening with Google Analytics in layman’s terms. A lot has been going on for the past few years, but most websites could safely ignore it … until now.

There is an “old way” of capturing data on a website called Universal Analytics, or UA. UA properties were based on the way the internet first came to be. It was mostly a desktop – not mobile – way of browsing. It relied on cookies and IP addresses and a lot of things that have since fallen out of favor for various reasons, mostly privacy concerns. As the internet matured and changed, Google found new and improved ways of tracking users all while respecting privacy laws and best practices.

In October of 2020, they announced a “new way” of implementing analytics called GA4. In reality, UA and its first predecessor were GAs 1-3. This fourth way is the biggest leap or departure from the old. As such, it required a whole new analytics property to be set up and embedded in your website. Some jumped at the chance and ran both analytics simultaneously. Others have dragged their feet on making the migration. If it ain’t broke ….

Then Google announced that in July of 2023, the UA “old way” would stop working. It will no longer collect any data, and if you haven’t implemented GA4, you will have no analytics on your website. Suddenly, a lot of people sat up and paid attention to what was happening.

Implementing GA4 is easy. Implementing GA4 to its fullest potential is difficult. That’s why I’ve partnered with Daylight Strategy to map out the best possible tracking for events and conversions for all of my clients. If you need a boost on getting your website updated, they are a great technology partner specializing in this space.