Is it Advisable to Automatically Migrate Your Universal Analytics Account to GA4 with Google?

May 20, 2023

Given the constant influx of notifications and emails from Google urging users to upgrade, you may be familiar with the blue notification box and may have even resorted to using the GA4 Notification Remover to eliminate them. However, it is crucial to migrate to Google Analytics 4 in order to capitalize on its latest features and data. This makes the migration a necessity rather than an option. The significance of this transition is illustrated to emphasize its importance.

It is important for businesses to be aware that Universal Analytics is being phased out gradually, making the migration to the newer version, Google Analytics 4 (GA4), essential. This updated measurement tool has undergone a transformation and has been renamed to better cater to the evolving needs of businesses. Our team has been providing Google Analytics services to clients for several years, anticipating this transition. Some businesses have readily embraced the technology and harnessed its potential, while others with more complex websites require a more structured approach to ensure accurate measurement and implementation of necessary changes.

The deadline for deprecating standard GA properties (July 2023) is rapidly approaching, leaving many uncertain about what lies ahead. However, Google has recently announced its plan to automatically transition Universal Analytics property owners to GA4 on February 28th. This means that Google will use JavaScript technology to convert the existing code on websites, regardless of how it was implemented, and transfer the data to a new GA4 property.

If you have already created a GA4 property and linked it to your Universal Analytics property, congratulations! You have taken the necessary steps and do not need to take any further action. The process of transitioning to Google Analytics 4 is visually represented in the following image:

The provided image illustrates the step-by-step process for transitioning to Google Analytics 4. As the deadline for deprecating standard GA properties (July 2023) draws near, those who have not yet made a decision have limited time to choose between allowing Google to automatically update their property or opting to continue with the UA property until the analytics sunset. It's important to consider that the GA4 property will only be created under specific conditions, such as having a standard property with data from the last 12 months that is not linked to a GA4 property, and not opting out of the automatic upgrade. If you meet these criteria, it may be beneficial to leverage GA4's advanced features and capabilities. However, it's worth noting that the automatically generated GA4 property may not include complex features, and additional adjustments may be required. While it's advisable to have a plan in place, there may be instances where accounts, personal domains, or side projects have been overlooked. If Google offers to automatically upgrade them to GA4, the following image illustrates the process of migrating to Google Analytics 4:

From our perspective, we strongly advise against opting for the automatic upgrade from Google. Instead, we encourage you to seize this opportunity to reevaluate your analytics strategy and pave the way for a data-driven future for your business. With GA4's advanced features and AI-powered data model, it's time to let go of the past and embrace a new era of analytics. This presents a rare chance to make a significant impact on your organization's data and impress your superiors. Therefore, approach your GA4 to update deliberately and opt out of the automatic upgrade to avoid receiving a subpar imitation of your current setup.

As Google Analytics continues to evolve, GA4 represents the future of analytics, offering a more comprehensive understanding of user behavior and empowering businesses to make informed decisions based on data. To ensure that you have access to the crucial insights necessary for success, we strongly recommend utilizing Universal Analytics Vault to safeguard your historical data. This service guarantees a seamless transition, enabling you to protect your UA data while benefiting from personalized dashboards. Take action now to prevent the loss of your UA data.