The New Google Analytics 4 (GA4) — the Future of Analytics

Google surprised many marketers when they announced they are sunsetting the Universal Analytics platform (UA) on July 1, 2023, and will only support Google Analytics 4 (GA4) going forward. GA4 migration is a manual process, which requires access to your analytics account, as well as access to edit the internal <header> section of your website’s code.

Why is Universal Analytics migrating to Google Analytics 4?

The current version of Google Analytics that we’re all accustomed to was first introduced for public use in 2013. It was built in a different era. Back in 2013, desktops accounted for more than 72% of total internet traffic. But as we all know, mobile usage has been accelerating throughout the years. Now in 2022, 58% of total internet traffic originates from mobile devices. What’s more, is that people are constantly switching between using mobile browsers, mobile apps, tablets, personal computers, and work laptops.

This made tracking users and mapping out customer journeys increasingly difficult for businesses. GA4’s Beta “Attribution” feature now accounts for cross-platform conversions, providing insight into how your consumers interact with your site across their devices. In addition, new data and privacy protection laws are being implemented around the world and users are starting to pay closer attention to their online privacy. As a result of these shifts, Universal Analytics can no longer keep up with the demands of businesses and users. It’s time for something new. That’s where Google Analytics 4 comes in.

Q: Will my previous Universal Analytics data carry over to the new Google Analytics 4?

A: Unfortunately, not. The new data framework of GA4 is like apples to oranges from its predecessor, and the data is not compatible with the new property. Not to worry, though, there’s still time to save your historical UA data. You can still access your Universal Analytics property for up to six months after the end of the service (July 1, 2023).


Q: How do I properly migrate my existing Universal Analytics account to Google Analytics 4?

A: To do so, you will need access to your UA account as well as website theme editor access. 

  • Create Google Analytics 4 property within Google Analytics
  • Copy the new gtag snippet below the <header> section of your website’s code
  • View GA4’s realtime data to see if it’s recording user data


Q: How do I save my Google Universal Analytics historical data before it’s lost?

A: This part requires a bit more technical know-how. There are a few ways to accomplish this, but we recommend using Google Sheets to run a report on your UA account using the Google Analytics plugin. Read a step-by-step tutorial on saving your historical UA data here


1-Stop Design Shop will take care of your GA4 migration for you.

Business women looking at analytics on laptop

From Jotform

Our existing client’s Google Analytics accounts have been successfully migrated, and their historical data is properly saved and backed up ahead of the erasure next year. To make the historical data more insightful, we’ve prepared legacy data visualizations from Universal Analytics that capture the lifetime progress of our client site’s data collection.

Haven’t yet migrated your analytics account to GA4? Contact the 1-Stop SEO team before your years of historical analytics data are lost, and to prevent a gap in data collection next year here.

Need more details on the GA4 migration? Email our SEO Expert or give him a call at 781.938.3866 x103