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Goodbye to Google Universal Analytics: What it means for your business

Goodbye to Google Universal Analytics: What it means for your business

In the latest update from Google HQ, the tech giant flagged that the Google Universal Analytics (better known as Google Analytics) platform is due to be ‘sunsetted’.

In layman’s terms, the current Google Analytics platform is due to be decommissioned, to make way for the newest offering: Google Analytics 4 (GA4). From 1 July 2023, Google Analytics will stop collecting data and can no longer be used for reporting purposes.

What does this mean for my business?

Most businesses, especially those in ecommerce, are using Google Analytics to report on website traffic, customer behaviours and purchase trends. It is the ’engine‘ that provides insights into how people behave on a business’ digital channel. On 1 July 2023, all that rich data and reporting will stop… literally overnight. Google have been publicly vocal about this update for the last 12 months, so it should come as no surprise to digitally-dependant businesses, and a transition plan to implement GA4 should be an active part of your business’ digital strategy.

What to do now

Until 1 July 2023, it is possible to have the older Google Analytics running in parallel with the GA4 platform, facilitating a considered transition phase, allowing for comparison of reporting capabilities and time to adjust a business’ analytics strategy accordingly. While it may sound daunting, the Digital experts at Pitcher Partners are able to assist your business with the changeover and provide advice on adapting and improving your digital strategy and reporting.

If you have any questions or would like to discuss a transition plan for your business, please reach out to Terrence Teh or your local Pitcher Partners‘ expert.

This content is general commentary only and does not constitute advice. Before making any decision or taking any action in relation to the content, you should consult your professional advisor. To the maximum extent permitted by law, neither Pitcher Partners or its affiliated entities, nor any of our employees will be liable for any loss, damage, liability or claim whatsoever suffered or incurred arising directly or indirectly out of the use or reliance on the material contained in this content. Pitcher Partners is an association of independent firms. Pitcher Partners is a member of the global network of Baker Tilly International Limited, the members of which are separate and independent legal entities. Liability limited by a scheme approved under professional standards legislation.

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