TABLE OF CONTENTS

Summary

This article explains the necessary steps and considerations for upgrading from Universal Analytics to Google Analytics 4 (GA4), Google's next-generation measurement solution. Universal Analytics properties will cease processing data by July 1, 2023, making a transition to GA4 necessary. We strongly encourage users to make this switch as soon as possible to build necessary historical data and to prepare for continuity once Universal Analytics is no longer available.

For the most up-to-date information on this process, please refer to this Google support page.

For instructions on how to configure Google Analytics, use this Google support page.

Universal Analytics Phase-Out

Universal Analytics is being phased out and will be completely replaced by Google Analytics 4 (GA4). Standard Universal Analytics properties will stop processing data as of July 1, 2023.

360 Universal Analytics properties with a current order will receive a one-time processing extension ending on July 1, 2024. However, 360 Universal Analytics properties without a current order will not receive this extension and will stop processing data on July 1, 2023.

Transition Process to GA4

Beginning in March 2023, Google started automatically creating GA4 properties for users who hadn't already done so. This new property is based on the settings in your Universal Analytics property. If you have created a GA4 property, and that property is connected to a Universal Analytics property, configurations such as goals and audiences from your Universal Analytics property would be copied over unless you opt out.

Continuing to Use Universal Analytics

Until July 1, 2023, you can continue to use and collect new data in your Universal Analytics properties. Some properties will continue to process data for a short period after this date as Google stages the shutdown of Universal Analytics.

Access to Historical Data

After July 1, 2023, you'll be able to access your previously processed data in your Universal Analytics property for at least six months. It is strongly recommended that you export your historical reports during this time, as a future date will be provided when existing Universal Analytics properties will no longer be available. After this future date, you'll no longer be able to see your Universal Analytics reports in the Analytics interface or access your Universal Analytics data via the API.

Determining Your Google Analytics Property Type

If you created your property before October 14, 2020, you're likely using a Universal Analytics property. If you created your property after October 14, 2020, you're likely already using a Google Analytics 4 property, and no action is required. If you're unsure, you can confirm the type of property you're using in your Google Analytics settings.

Numerous browser extensions, including the Wappalyzer plugin, can help verify the presence and determine the version of Google Analytics installed on your website.

Upgrading to GA4 on Drupal and WordPress Sites

For Drupal sites, ensure you're using Google Analytics module version 4 or newer, which is compatible with GA4. WordPress users should investigate whether the Google Analytics plugin they're using is GA4-compatible. If you are unsure about these steps or require assistance, please get in touch with the Salsa Digital support team.

Checking Site Traffic in Google Analytics

To confirm that your Google Analytics is receiving data from your site:

  1. Log into your Google Analytics account.
  2. Choose the relevant Analytics property.
  3. Access the Real Time reports (more information can be found here) or navigate to the Behavior menu item on the left side of the Google Analytics page. From here, you should be able to see if traffic is coming through to your site.