As of 1st July, free GA3 properties were scheduled for deactivation, forcing users to make the switch to GA4 if they hadn’t already. And, as of September 30th 2023, Google Optimize will be discontinued, prompting companies to reevaluate their data strategies and explore alternative solutions. In this blog, Nathan Jackson, Jaywing's Head of Analytics, guides you on how to confidently adapt to these changes and make the most of your analytics efforts.
Navigating GA4: Lessons Learned So Far
As we’re past the GA3 deactivation date of 1st July 2023, nearly everyone who relied on GA3 (UA) should have their new GA4 property setup (through manual migration or relying on Google’s own discouraged automatic migration process) and getting stuck-in to day-to-day use. Those who manually migrated with a well-defined measurement plan have been best prepared for successful adaptation.
Putting the effort in to make a well thought-out measurement plan (that then becomes an implementation plan, and then a point of reference for those who rely on the data) is a crucial underpinning of measurement in 2023 and beyond.
Whilst both GA3 and GA4 are both Google Analytics, their user interfaces and infrastructures are worlds apart - teams have had to learn about the new GA4 data model and re-train their muscle memory in the reporting UI. Thankfully, Google has made efforts to improve their help section over the last few months, providing resources to address common queries and issues as people adapt to the new platform.
GA4's measurement capabilities might also differ from what you were used to in UA. For example, some tools like Site Speed may no longer be available, making it essential to explore additional and alternative insight tools.