Skip to main content



Published on

June 27, 2023


Analytics, data, digital marketing, google, google analytics, performance marketing, reporting

If you're a digital marketer, you've probably already noticed the glaring countdown on your Google Analytics dashboard. Google Analytics 4 (GA4) is here. But are you ready for the change? Discover what’s changing from the Universal Analytics (UA) predecessor and why it's a big deal.

On 1st July 2023, Google will be switching over to the next generation of Google Analytics, GA4. Google is stopping its Universal Analytics (UA) at the end of June. Users need to make the shift to its replacement, Google Analytics 4 (GA4). From 1st July 2023, UA will stop processing data into reports and only historic data will be available.

What is GA4?

GA4 is a completely new platform. Businesses can’t just migrate UA data and use the same KPIs. New metrics are available, some have gone and others have been renamed or adjusted. If you haven’t already started planning and implementing your migration, you need to do so now.

GA4 will track ‘Events’

Instead of analytics based on sessions and pageviews, GA4 will track events. What does that mean? Well elements such as a “pageview” will now become an event. That’s not all. GA4’s interface will get a makeover. UA provided layers of data (Account>Property>View), but GA4 will have Account>Property instead.  

Other Google products won’t disappear

In case you’re worried, Google has you covered with the other products. Here’s some changes to watch out for:

Google Tag Manager – There are two tags you need to know about when you make the switch to GA4 tags: 

  • GA4 event tags: The GA4 Event tag lets you send custom events to Analytics, in addition to the events that are sent automatically or through enhanced measurement.
  • GA4 configuration tags: The GA4 Configuration tag initialises Google Analytics for your property on a particular page. It handles behaviour such as setting up Google Analytics cookies, sending automatic and enhanced measurement events, and declaring common settings.

Google Search Console – You’ll want to take steps to integrate Google Search Console with GA4. 

Google Ads – Check out this useful migration guide for Google Ads. 

Google Analytics 360 – If you pay for this, here’s what you should expect when migrating to GA 4 properties: 

  • GA4 means higher data limits than UA. Learn more about Google Analytics 360 feature limits.
  • Ensure your organisation has completely migrated to GA4 360 before turning GA 360 off forever.
  • Other enterprise analytics may also require additional subscription fees, so please explore those further.

Get started with the GA4 migration 

Of course, there are many GA4 training and resource options available. But never fear, help is here! The experts at TEAM LEWIS are here to support you in making the shift. If you’re having a last minute panic or need some tips, you can get in touch with us now.  Our team has years of experience with all Google platforms and can provide expertise for your digital strategy. 


Do get in touch