Hubtec Digital

Migration to Google Analytics 4

Google Analytics 4 (GA4), the latest iteration of the Analytics solution from Google, has been available to the public for quite some time. Formerly known simply as Google App+Web property, Google Analytics 4 is a fully-fledged entity that is going to replace the soon to be depreciated Universal Analytics (UA). In fact, Google will stop processing the data for any standard UA property starting July 1, 2023. Therefore, Hubtec Digital has built a list of recommendations and strategies to help with the required transitional process. Contact us today for a stress-free migration to GA4 services.

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What do I need to know?

Here is what you need to know:
  • Standard Universal Analytics properties will stop processing new data on July 1, 2023.
  • Google Analytics 360 properties will be given a one-time extension of 3 months. Therefore, starting October 1, 2023, GA360 Universal Analytics properties will stop processing new data.
  • Access to the previously processed data will be available for at least 6 months after Google stops processing any new hits.
Universal Analytics and Google Analytics 4

Difference between Universal Analytics and Google Analytics 4

There are key differences between Universal Analytics (UA) and Google Analytics 4 (GA4). Google Analytics 4 is built from the ground up with modern platforms and interactions in mind. On the other hand, Universal Analytics was built for tracking data for desktop interactions from individual sessions using cookies in mind. Moreover, Google Analytics 4 is privacy-focussed, uses more advanced algorithms and provides better integration with other Google solutions. With data-driven attributions and attribution modelling, GA4 is able to provide conversion paths for both converting and non-converting entities across multiple platforms. Overall, Google Analytics 4 provides a more optimized and insightful, privacy-focussed, and multi-platform data-driven analytics solution.

What do I do next?

As things stand, it is now required to move from Universal Analytics to the newer Google Analytics 4 before July 1, 2023 (or October 1, 2023, for 360 properties). Therefore, it is essential to adopt a strategy for the transition as soon as possible.
  • Start creating GA4 properties
It is important, now more than ever, to start creating GA4 properties. As Google is depreciating Universal Analytics, it is now the right time to start tracking using Google Analytics 4. Although setting up on Google Analytics 4 would require rebuilding the entire analytics system, we recommend getting it done sooner than later. This is especially important if you want to compare Year Over Year (YOY) values of KPIs and metrics when GA4 is in full effect.
  • Dual-tag data assets
For now, we recommend keeping the UA tags intact while also installing the GA4 tracking codes across all the sources of data. As mentioned earlier, transitioning from UA to GA4 would require rebuilding how the data is collected, stored and inferred from; hence, it is important that you keep UA tags intact to prevent the loss of data.
  • Store data from UA properties
As you begin to use Google Analytics 4, you would want to be less reliant on Universal Analytics. Therefore, we recommend that you start storing the data or integrating the data stream into a database or a Customer Relationship Manager system if you have one.
  • Realign the source of truth
Changing the source of truth when it comes to data from Google Analytics will be one of the most crucial steps in the transformation process. As there are a few major differences between Google Analytics 4 and Universal Analytics, you and your organization would have to be prepared for the transition. With Google Analytics 4, Google is changing how the information is collected and which attributes are tracked, so changing the source of truth to GA4 soon would give your organization time to adjust.


If you are using Universal Analytics to track data across your assets, now is the time to start using Google Analytics 4, the latest iteration of Google Analytics. Plan soon for the transition as Google will stop processing hits on the standard Universal Analytics properties on July 1, 2023, and on the Analytics 360 properties on October 1, 2023. Our team at Hubtec Digital has the training and the understanding of GA4 and will be more than happy to be of assistance in your and your organization’s personalized transformation process.

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