Google Analytics; Universal Analytics is Replaced with Google Analytics 4

In March 2022, Google announced that they would be closing their Universal Analytics (UA) tracking and Google Analytics 4 (GA4) would be the sole reporting channel.

What is GA4?

GA4 is the latest version of Google analytics. The main difference between GA4 and previous versions of Google analytics is the ability to integrate mobile app data and website usage data into one property. This is useful for if you have an app as well as a website.

GA4 shows data and statistics so that you can measure traffic and engagement on your website. This data can then be used for you to improve website performance and help you understand how people are interacting with your website.

Why Should I Use GA4?

If you are currently using Universal Analytics, you should begin the switch to GA4 as soon as possible – or at least set up your GA4 account so that it can begin gathering data.

In March 2022 Google announced that from July 2023 UA will stop processing new website hits. The only platform which will process data after 1st July 2023 will be GA4. Therefore, if you want to be able to compare data to previous periods, you should set up your GA4 property now.  

GA4 was launched in October 2020 so there is a chance you already GA4 property if you set up tracking after this date.

Setting up GA4

There is a setup wizard on Google Analytics to help you set up a GA4 property. There is also a useful page on Google Support to help you.

Once you have set up your property, make sure you check that data is coming through properly by using the Realtime view. You should also check after a few days to ensure traffic is being tracked as expected.

Once your streams are up and running you will also need to connect any other assets including Google Ads and any tags in Google Tag Manager to make sure all conversions are tracked in the GA4 property.

This could be a good time to review your goals and conversions and cleanse any data you no longer want to collect. 

Find out more about GA4 and Tag Manager here

Find out more about GA4 and Google Ads here

If you are a Bubble client we will be working over the coming weeks and months to ensure there is no gap in your reporting.

For more information on GA4 take a look at the Google Support Pages

If you have any questions about Universal Analytics and Google Analytics 4 feel free to contact us.

Together, let’s build a digital marketing strategy and grow your business.

Call 01327 322808 or email


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