Be ready for the Universal Analytics Cuttoff with a GA4 Migration
Universal Analytics (UA) is going to sunset - last sessions will register in late 2023. Universal Analytics has been a reliable way to track your web sessions for many years, but the platform is being retired by Google to make way for more robust tracking provided by Google Analytics 4. Additionally, there are concerns about the functionality of Universal Analytics since the web has changed so much since it's release.
Yes, it's a tough pill to swallow, but your Google Analytics 4 data is going to start blank. Google will not allow anyone to migrate their UA data to GA4. Meaning you are starting from scratch. It's recommended to start as soon as possible.
The best way to cover this data gap is to have both Google Analytics 4 and Universal Analytics running at the same time. This is possible with Google Tag Manager and they will not interfere with one another. UA will continue to run until it's sunset date.
We are here to help you through your Google Analytics 4 migration. We perfected our Google Analytics 4 launch with our own sites and our clients sites. Let us help you ensure there are no data gaps in your web traffic data.