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Moving to Google Analytics 4 Right Now is a Great Idea

Google Analytics 4 (GA4) is a next-gen analytical solution, and it’s replacing Universal Analytics (UA). On July 1, 2023, standard Universal Analytics properties will stop processing new hits & data. If you still rely on a Universal Analytics property, we recommend that you prepare to use Google Analytics 4 going forward, so that you have ample data built up on the hard cutover date.

Universal Analytics Is Going Away
New GA4 Properties are Powered By Artificial Intelligence
Universal Analytics Is Going Away
New GA4 Properties are Powered By Artificial Intelligence
Universal Analytics Is Going Away  New GA4 Properties are Powered By Artificial Intelligence


After July 1, Universal Analytics will not record cache – that will impact your ads adversely and remove the specialisation targeting from Google Ads, which will lead to higher CPA and lower ROAS.

Some awesome features of GA4 include:

  • Improved Customer Journey Tracking

  • Improved user engagement analysis

  • More powerful audiences for your ad campaigns

  • More intelligent user privacy and tracking features

  • Simplified Goals and Events Setup

  • Enhanced visualisations and reporting

  • Improved Customer Journey Tracking 

GA4 is an event based system, where you can perfectly visualise the user journey on your website.

Improved user engagement analysis

Google has made it simpler for marketers and analysts to go deeper into user data and flow by aligning report menu sections with the customer journey.

More powerful audiences for your ad campaigns

It was challenging to optimise ad-spend for multi-device user journeys because you would struggle to join different device and platform journeys. With GA4, if you configure your web and apps correctly, you can stitch user journeys together and avoid wasting your ad spend.

More intelligent user privacy and tracking features

Google’s new take on analytics is designed to be more flexible and adaptable to a future where cookies will be less common and privacy is a central concern for users and regulatory bodies. GA4 uses a flexible approach to measure data and in the not too distant future, will include modelling with artificial intelligence to fill in the gaps where data may be incomplete.

Simplified goals and events setup

Right from first creation, GA4 pre-creates several actions and events. Previously requiring manual setup, some pre-set options include clicks, scroll behaviour, transactions or purchases, downloads and a user’s first visit. Some contact methods, form submission and e-commerce goals may not automatically be tracked, but the setup for these is now much easier and requires much less time to implement than previous iterations of GA. 

Enhanced visualisations and reporting

Existing visualisations and easy favourites such as ‘Real Time’ have been enhanced to give you better clarity, but it’s the additional reporting visualisations which are a game changer. You can deep dive into user behaviour from GA4.

Nimbull’s Approach

Our approach is to add a GA4 property by June, 2022 to each website & application, because there will be no way to shift the data to GA4 from a UA property. Act early, and when UA stops on 1st July 2023, the GA4 property will have 1 year of past data to review. If you choose to wait, it might be too late for your website to move to a GA4 property smoothly.

Google will not even allow you to see your user data after Jan 1st 2024. Therefore, we strongly encourage you to export your historical reports from Google UA property.

We absolutely DO NOT recommend switching to GA4 and removing the UA property immediately. You should add a new GA4 property in parallel to your UA property, so when UA properties go away, you will actually know your way around GA4, with 12 months of data and user behaviour, that will help your ads reach specific users.

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