Have You Migrated to GA4 Yet?

7th Jul 2023

Change can be challenging, especially when it comes to adopting a new system. In October 2020, Google unveiled its most significant update yet - Google Analytics 4 (GA4). While the idea of transitioning from Universal Analytics to this new tool may seem overwhelming at first, this overview is designed to equip you with the essential knowledge and insights to explore and embrace this new analytical platform.

What’s changed?

Since its initial launch in October 2012, Universal Analytics has served as the primary method for gathering data for over a decade. It has long been regarded as a dependable and effective analytical solution. However, the new GA4 system provides users with numerous technological enhancements, resulting in a more robust and formidable platform.

The differences between GA4 and Universal Analytics are primarily driven by the evolving landscape of digital analytics and user behaviour tracking as it is not relying on 3rd party cookies.

The goal of GA4 is to combine the tracking of numerous channels into a comprehensive platform and adapt to the changing user behaviours on different devices and platforms. The move towards a model that focuses on events and users, and demonstrates the requirement for more extensive understanding, tracking across multiple platforms, and automated processes in data analysis.

As the industry keeps evolving, Google has identified GA4 as the forthcoming analytics platform, urging users to switch to GA4 for advantages and to keep up with the latest analytical functionalities. Although the official date for this transition was July 1, 2023, Google is rolling it out gradually, so your website might not have experienced any impact thus far.

Why you should migrate to GA4

The shift from Universal Analytics to GA4 is currently underway, signifying a change in the field of analytics. If you have not yet transitioned, it is vital to understand the repercussions of staying with the redundant software.

Ultimately, you'll lose access to real-time data, hindering your ability to make informed decisions and optimise marketing strategies. GA4 provides a focus on the user, tracks events, and has advanced machine learning features. This allows for valuable understanding of user actions and drives progress. By adopting GA4, you guarantee ongoing assistance, stay updated with the latest advancements, and have the ability to make informed choices based on data.

It is important to note that past data from Universal Analytics will not be transferred to GA4, if you haven’t transitioned yet, don’t wait any longer, as with every passing day you are losing valuable data that can help you further optimise your activities.


The migration from Universal Analytic is an inevitable step in adapting to the ever-evolving digital landscape. With the rapid progression of technology, it is crucial for businesses to adopt novel platforms that provide improved functionalities and valuable insights. 

In order to maintain a competitive edge and optimise advantages for your company, it is essential to approach this shift with a receptive attitude and a willingness to uncover the possibilities that GA4 offers. If you need any assistance with transitioning to GA4 don’t hesitate to get in touch. Our trained team will help you to transition to GA4 and ensure that your website is tracking all the important activities on your website that helps you make informed decisions about your marketing activities.