What is happening To Google Universal Analytics (UA)?

You may have seen a message like this when you logged in on your analytics recently:

As we approach the deadline for the phase-out of Google's Universal Analytics (UA) on July 1st, 2023, it's crucial to take action and ensure your website is equipped with the new GA4 tracking by June 30th. 

One of the biggest changes in GA4 is the focus on user-centric measurement. This means that GA4 is designed to track users across all of their devices and interactions with your website or app. This is in contrast to UA, which was designed to track sessions.

We understand the hesitations and concerns that come with migrating to a new tracking system. However, it's time to pull the trigger and embrace GA4's advanced features, which will up your data analytics game.

Why The Upgrade Is Necessary

We get it—migrating to GA4 may feel like redoing work. But here's the deal: GA4 is not just an upgrade; it's a game-changer.

Google Analytics has issued a yellow notification, warning us about the discontinuation of data processing for UA properties starting July 1, 2023.

This means that if you want to continue measuring website performance accurately and effectively, migrating to GA4 is an absolute must.

What to Expect: Preparing for the UA Sunset

Our experience in migrating several client websites, including our own, to GA4 has given us valuable insights to share.

In this article, we'll provide you with the necessary information to prepare for the UA sunset on July 1st this year. We'll address common questions, address concerns, and ensure you have a smooth transition to GA4.

Exploring the Differences: GA4 vs. UA

GA4 offers remarkable advancements compared to UA. The most significant difference lies in cross-device tracking across applications, enabling a holistic view of user journeys.

By aggregating data from websites and applications, GA4 provides more reliable and comprehensive insights into user behavior.

Moreover, GA4 prioritizes user privacy, protecting sensitive data while still providing businesses with the information they need to make informed decisions.

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The Fate of UA Data: Export and Retention

Your historical UA data is safe for now, but it will be deleted come July 1, 2024. However, GA4 retains only a rolling 14 months of data within Google Analytics itself.

While this may mark the end of an era for hoarding extensive historical data, it presents an opportunity to focus on more recent and actionable insights.

We'll guide you on how to export the UA data you wish to keep and help you transition to a more data-driven approach with GA4.

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Timeline For Migrating from UA to GA4

The clock is ticking, and it's time to migrate. Upgrading to GA4 ensures you stay ahead of the game and benefit from its advanced tracking capabilities.

We'll provide step-by-step guidance on migrating your website to GA4, ensuring a seamless transition while preserving your existing data.
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Effort and Time Required: Setting up GA4

Setting up GA4 doesn't have to be a daunting task. If you already have a functional UA setup, you can save time and effort during the GA4 implementation process.

Our team of trained experts can help you navigate the intricacies and ensure your tracking setup aligns with your marketing and business goals.

Building Reports and Dashboards: GA4's Analytic Flexibility

GA4 offers a new possibilities when it comes to building reports and dashboards. With its enhanced flexibility, you can create customized dashboards that provide deep analytical insights.

Are You Ready for the Google Analytics 4 Deadline this July?

Don't let the deadline catch you off guard. We're here to guide you through the process and ensure your website analytics tracking is ready for the sunset of Universal Analytics.

With our expertise and hands-on experience in GA4 migration, we'll help you navigate the transition seamlessly.

Book a Call to Learn More:

Are you ready to take the leap and upgrade to Google Analytics 4? Our team is standing by to provide personalized guidance and support throughout the migration process.

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Book a call with us today if you have questions about your GA4 migration.


If you're concerned with getting this done ASAP, we recommend you visit the checkout page here to expedite you to the front of the queue before we are 100% booked.


Our team is equipped to handle high quantities, but time is of the essence so you want to act now. Any questions? Email hello@darlinglocal.com

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