
All Google Analytics accounts recently began to display an important message: In 2023, the current system, Google Universal Analytics, is to be discontinued and replaced by Google Analytics 4, or GA4 for short.
How will this affect the tracking of your website? What advantages does GA4 offer? We have summarised the key facts about this Google update.

GA4 represents the user journey seamlessly
According to Google, a precise record of the user journey and enhanced and simplified data evaluation form the core of the new system. In contrast to previously, the user – not the session – will be the focus of the analysis. That’s the role of GA4’s cross-device data readings: Previously, Universal Analytics’ ability to evaluate activities across various applications was quite restricted. Google Analytics 4 uses a new data model capable of linking up a variety of data flows seamlessly.
data driven insights
The major differences between Universal Analytics and Google Analytics 4 are in terms of the user experience, functionality, the structure of reports and the way data are collected. Universal Analytics’ gauging method is based on page views. GA4 measures data in the context of the events triggered when users interact with the website or app. These events can be set up individually and according to the goal of the page.
think ahead
Data can be collected and analysed with Universal Analytics (GA3) up to the end of 30th June 2023. Subsequently, no new data will be collected, and the property will remain available for reader access only for a further six months. Anyone who doesn’t act now will be missing important data from the 1st July 2023.

The Google Universal Analytics web service is to be discontinued on 1st July 2023 and replaced by Google Analytics 4, a.k.a. GA4. Early implementation guarantees a smooth switchover to the new tracking system.

plan of action
We advise you to set up the new Google Analytics 4 Property and complete installation as soon as possible. This ensures you have usage data in the tracking system, even when page views are no longer being processed in Analytics. An early change to GA4 allows you to analyse results from websites and apps without interruptions.
The switchover to Google Analytics 4 is the best possible moment to think about the entire tracking set-up. The implementation of a new system must be seen as a chance to take your tracking up to the next level, and to adapt it to the current and future requirements of all stakeholders.


personalized tracking
We recommend you analyse and question your existing tracking system as you transition to Google Analytics 4. Are all key figures processed? Which events and user interactions are relevant for your business? Is User Privacy observed? GA4 makes it possible to analyse data from websites and apps, and to track user-defined events. Your customised set-up is recorded within a tracking concept.