Google Analytics: The Deferral For Switching to GA4

The world is scrambling to make the switch to Google Analytics 4. However, it may be in for a surprise.

The Statement

This is a welcome announcement for business marketers who have been looking for more time to switch. There will be change in the last day to switch from Universal Analytics 360 to GA4 from October

1, 2023 to July 1, 2024.

“We recognize that setting up Google Analytics 4 to fit your needs takes time and resources, in particular for large enterprises with complex Analytics 360 setups. To allow enterprise customers more time to have a smoother transition to Google Analytics 4, we’re moving the Universal Analytics 360 properties’ sunset date from October 1, 2023 to July 1, 2024.”


Why Google Grants Extension For Transition?

Google is extending the sunset date for Universal Analytics 360 by one more year. Many enterprise marketers want more time to transition from Google Analytics 360 to the newer platform. This will ensure that current users are not left in limbo with an out date analytics package until 2024, and can plan ahead for the future with certainty. Not only will they have more time, but they’ll also be able to take advantage of all of the new features that are being offered with GA4 update.

“We’re focusing our efforts and investments on Google Analytics 4 to deliver a solution built to adapt to a changing ecosystem. Because of this, throughout 2023 we’ll be shifting support away from Universal Analytics 360 and will move our full focus to Google Analytics 4 in 2024.”

What Does This Mean For Marketers?

Google has announced that they will be pushing back the sunset date for Google Universal Analytics 360 in order to give corporations more time to switch over. This extension on the sunset date is in response to feedback from marketers that have taken a long time to evaluate and implement Google’s newest update.

Up until the new sunset date, Google alerts enterprise customers that performance in Universal Analytics 360 is likely to degrade. It’s easy to switch from Universal Analytics 360 to GA4 any time before the sunset date.

If you make the switch early enough, you will have more access to historical data than if you were to wait-

The more, the merrier!

“When Universal Analytics stops collecting data in 2023, we will have over two years of insights and reporting in Google Analytics 4. This is critical for a business like us to ensure we have a robust foundation of data to inform decision making.”

Mim Haysom, CMO, Suncorp group

What Are The New Added Features In GA4 2023 Update?

Google has announced their new Google Analytics features for the 2023 update. The Google Analytics new features are exceptional, but you’ll have time before your existing reports become obsolete. This includes four new features which offer great opportunities for enterprise marketers.

  1. Automatic Jumpstart Of Migration

Beginning in early2023, the Setup Assistant will create a new Google Analytics 4 property for any Google Analytics standard property not yet having one — you can elect not to have one created for you if you would rather do it yourself.

  1. New Machine Learning Solutions

Behavioral modelling uses machine learning to supplement your understanding of customer behavior when cookie-based tracking and other identifiers are unavailable. It’s set to expand, to offer a fuller view of customer behavior.

“Behavioral modeling with Consent Mode in Google Analytics 4 drove a 23% increase in the observable traffic in analytics reporting on European and UK websites.”

Jaime Rodera, Privacy and Consumer data Manager, Nestlé

  1. Custom Channel Grouping

There will be soon introduced Custom Channel Grouping in Google Analytics 4 to help you see the performance of different channels aggregated across all of your marketing touchpoints.

You can look back and analyze how these customized channel groupings are effective over time in advertising, exploration and other areas.

  1. Integration With Campaign Manager 360 Via Floodlight You can only benefit from your insights if you act on them.

In addition to Google Ads, Display & Video 360, and Search Ads 360, Campaign Manager 360 will be integrated soon via Floodlight. With Display & Video 360’s automated bid strategies, marketers will be able to bid towards conversions in Google Analytics 4.

Wrapped Up!

Google is giving marketers more time to switch to Universal Analytics 360 by moving the sunset date of Universal Analytics 360 to 2024. This is a big deal because it means that Google is providing companies with more time and flexibility when it comes time for them to make the switch. It also shows that Google values feedback from their user base and has shown that they are willing put in additional work in order to provide them with a better experience.



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