GA4 Update Imminent: Our Advice | Varn


27 February 2023

GA4 Update Imminent: Our Advice

As you will likely be aware, Google will soon be turning off their old version of Google Analytics, Universal Analytics (UA), to be replaced with their newest version, GA4. Old UA properties will stop receiving data from this July, and will be finally deleted in January 2024. Moreover, Google has now announced that they will automatically setup GA4 for any existing UA accounts in March 2023.

With this March 2023 deadline coming up imminently, we have some advice to share…

If you already have GA4 set up and are happy with the configuration, we recommend opting out from Google’s automatic update this week to ensure that your settings are not overwritten by the automatic update in March. 

If you do not have GA4 set up, there are two options to consider: 

  1. Allow Google to automatically migrate your account to GA4. A new property will be created for you in March based on your existing UA account. We have not yet seen how successfully Google will be able to automatically replicate UA set ups in GA4, but we suspect that some custom configurations / event tracking may be disrupted. 
  2. Opt out from Google’s automatic update and instead set up GA4 manually to ensure everything is configured as you would wish. If you need any help setting up a GA4 account – including configuring event and ecommerce tracking – do let us know by getting in touch with our expert team.

If you have any questions about the upcoming migration process and how this might affect your website tracking, please feel free to get in touch.

Article by: Aimee, Head of Innovation More articles by Aimee

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