Why upgrading to Google Analytics 4 is a Must before Universal Analytics is phased out?

Why upgrading to Google Analytics 4 is a Must before Universal Analytics is phased out?

Universal Analytics (also called Google Analytics 3) will stop serving from 1st July 2023, Google should have emailed you by now to upgrade to GA4 (Google Analytics 4). Universal Analytics will stop receiving any data from 1st July 2023.

Google strongly recommends us to manually migrate to GA4.

Not sure what to do? It is a simple task, you can contact us on contact@itworx.com.au

What is Google Analytics and used for?

Google Analytics is a comprehensive web analytics platform provided by Google, offering a wide range of tools and features to help businesses and website owners track, measure, and analyze their online performance. With its robust capabilities, Google Analytics empowers users to gain deep insights into various aspects of their website’s traffic and user behavior.

One of the primary functions of Google Analytics is to track and report website traffic, enabling users to understand the number of visitors their site receives, where they come from geographically, and how they navigate through the site. This data is presented in intuitive dashboards and reports, allowing users to easily visualize and comprehend the metrics that matter most to them.

What is Universal Analytics?


Universal Analytics has been the go-to analytics platform for many businesses since its launch in 2012. It provided valuable insights into website traffic, user behavior, and conversions, helping businesses optimize their online presence. However, as technology advances and user behavior becomes more complex, Universal Analytics has started to show its limitations.

The limitations of Universal Analytics

One of the primary limitations of Universal Analytics is its focus on tracking individual sessions rather than the entire customer journey. This approach fails to capture the full picture of user behavior and can lead to incomplete insights. Additionally, Universal Analytics relies on cookies to track users, which can be problematic in today’s privacy-focused environment. With increasing restrictions on cookie usage and the rise of ad-blockers, Universal Analytics may struggle to provide accurate data in the future.

Introducing Google Analytics 4

Google Analytics 4 is the next generation of Google’s analytics platform, built to address the shortcomings of Universal Analytics and provide a more comprehensive view of user behavior. It is designed with a customer-centric approach, enabling businesses to track the entire customer journey across multiple devices and platforms. By implementing Google Analytics 4, you can gain a holistic understanding of how users interact with your website and marketing channels, allowing you to make data-driven decisions to drive growth.

Benefits of upgrading to Google Analytics 4

Upgrading to Google Analytics 4 offers numerous benefits for businesses looking to stay ahead in the digital landscape. One of the key advantages is the ability to track cross-platform interactions. With the rise of mobile devices and the increasing importance of social media and other online platforms, users often engage with businesses through multiple touchpoints. Google Analytics 4 enables you to track these interactions seamlessly, providing a unified view of user behavior across devices and platforms. 

Another significant benefit of Google Analytics 4 is its advanced machine learning capabilities. With the power of machine learning, you can uncover valuable trends and patterns in your data that may have gone unnoticed with Universal Analytics. This allows you to gain deeper insights into user behavior, identify opportunities for optimization, and personalize the user experience to drive higher engagement and conversions.


Key features of Google Analytics 4

Enhanced measurement

Google Analytics 4 offers an enhanced measurement model that goes beyond traditional metrics like page views and sessions. It allows you to track events, conversions, and user engagement at a granular level, providing a more accurate representation of user behavior.

Audience discovery

With Google Analytics 4, you can gain a deeper understanding of your audience through enhanced demographic and interest data. This enables you to tailor your marketing strategies to specific segments and create personalized experiences that resonate with your target audience.


Leveraging advanced machine learning algorithms, Google Analytics 4 can provide predictive insights into user behavior. By analyzing patterns and trends in your data, it can identify potential opportunities or risks, enabling you to take proactive actions to drive growth.


In an era where data privacy is paramount, Google Analytics 4 is designed to respect user consent and privacy preferences. It provides more control over data collection and processing, ensuring compliance with regulations like GDPR and CCPA.

The future of Google Analytics

As Google continues to invest in Google Analytics 4, it’s clear that this is the future of analytics. While Universal Analytics will still be supported for the foreseeable future, Google is actively encouraging businesses to transition to the new platform. By upgrading to Google Analytics 4 early, you can take advantage of its powerful features and stay ahead of the competition.


In today’s fast-paced digital landscape, staying ahead of the game is crucial for success. Upgrading to Google Analytics 4 before Universal Analytics is phased out is a must for businesses that want to gain a deeper understanding of their audience, track cross-platform interactions, and leverage advanced machine learning capabilities. With Google Analytics 4, you can ensure that you have access to accurate and comprehensive insights to make informed business decisions. Don’t wait until it’s too late. Upgrade to Google Analytics 4 today and stay ahead of the competition.

Looking for someone to help upgrade to Google Analytics 4 (GA4) without the hassle? Let us handle the entire process for you. Our experienced team is here to guide you through a seamless transition, taking care of all the necessary steps along the way. From data migration to configuration and setup, we’ve got you covered. Simply relax and focus on your business while we ensure a smooth and effortless upgrade to GA4.