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Google UA (univeral analytics) stops on July 1 2023 - time to move to GA4

Google GA4 has been in beta for years, however, the moment is close when Univeral Analytics, that has driven your Google data almost forever, is being updated.

It should be an easy task for most and so far there has been hardly any discontent about the change. So here is a quick over-view to ensure everyone has the facts:

Google Analytics 4 (GA4) is the latest version of Google's popular web analytics platform. Launched in 2020, GA4 has rapidly gained traction among businesses and organizations seeking deeper insights into their digital audiences. In this blog, we will discuss the key differences between GA4 and its predecessor, Universal Analytics (UA), and explore why GA4 is a critical step forward in web analytics. We will also delve into who should use GA4 and why it's an essential tool for driving data-driven decision-making.

Key differences between GA4 and Universal Analytics:

Data modeling and event tracking:

One of the most significant differences between GA4 and UA is the shift from session-based to event-based tracking. While UA primarily focuses on sessions and page views, GA4 uses an event-driven model to track user interactions. This allows for a more accurate and granular understanding of how users engage with a website or app. GA4's enhanced event tracking capabilities make it easier to measure and optimize user experience, leading to better business outcomes.

Integration with Google BigQuery:

GA4 offers native integration with Google BigQuery, a powerful data warehouse solution. This integration enables advanced analysis and data exploration, allowing organizations to tap into deeper insights about their digital properties. Users can now access raw event data, combine it with data from other sources, and create custom reports and dashboards. This seamless integration opens up a world of possibilities for businesses to harness the full potential of their data.

Enhanced machine learning and AI capabilities:

GA4 is built on Google's advanced machine learning and AI capabilities, which enable smarter insights and predictions. These technologies help businesses identify trends and user behaviors that may not be immediately apparent through traditional analysis. With the help of AI-driven insights, organizations can make more informed decisions about their marketing strategies and user experience optimizations.

Improved privacy and data control:

Privacy has become a critical concern for businesses and users alike. GA4 addresses these concerns by offering more robust data control and privacy features. It includes tools to help businesses comply with data regulations like GDPR and CCPA, as well as options for data deletion and retention. GA4 also works seamlessly with Google's Consent Mode, which helps organizations respect user consent choices for data collection and use.

Who should use GA4?

Businesses and organizations of all sizes and industries can benefit from using GA4. Whether you're a small business owner looking to optimize your website for conversions, or an enterprise-level organization seeking advanced data analytics capabilities, GA4 can cater to your specific needs.

Here are a few scenarios where GA4 would be an ideal choice:

  1. Businesses seeking to leverage advanced event tracking and AI-driven insights to improve user experience and drive growth.

  2. Companies that want to integrate their web analytics data with Google BigQuery for more in-depth analysis and reporting.

  3. Organizations that need to comply with data privacy regulations and want a platform that offers robust privacy features.

  4. Marketers who want to create more targeted and personalized marketing campaigns based on rich user behavior data.


Google Analytics 4 is a revolutionary step forward in web analytics. With its enhanced event tracking, AI-driven insights, and improved privacy features, GA4 offers businesses an opportunity to gain a deeper understanding of their digital audiences. By adopting GA4, businesses can optimize their digital properties and make data-driven decisions that drive growth and success. If you haven't made the switch to GA4 yet, now is the perfect time to upgrade and unlock the full potential of your data.

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