The End as We Know It

Today I’m talking about the end of Google Analytics as we know it.

If you weren’t already aware, on July 1, 2023 (in just a few weeks) Universal Analytics (what you probably have used to report on website traffic and behavior in the last couple of decades) will no longer be collecting data.

You are required to move to Google Analytics 4 if you want to know anything about the visitors to your website.

I’m mad about it.

I’ve spent over 10 years learning Universal Analytics and GA4 is quite different.

But, I do see the potential and luckily I’ve got 3 talented people on the Avalanche team that have been GA4 certified and providing implementations for 6+ months now.

Since we’re on the cusp of a significant change in internet data collection and reporting, I thought I would take this time to remind you to make the switch if you haven’t already.

Why Is This Happening?

In one word: privacy.

In a more detailed explanation: Users are demanding more privacy and control of their data and so the internet is moving towards a “cookieless future.”

Internet cookies allow you to pull IP addresses, which can be used to identify users personally.

The Information Commissions Office (ICO) flags these cookies as a privacy risk.

The old Google Analytics leaves room for non-compliance when it comes to privacy laws, so they are forcing all of us towards a version of Google Analytics that makes IP address anonymization the standard.

Google Analytics 4 is completely overhauled and does make significant improvements to other reporting features such as cross-platform reporting (mobile app vs website for example).

But, it doesn’t mean there isn’t a big learning curve to the new GA4.

While you may be apathetic and not care about it. It matters. Because if you want to grow your business, the internet and your website is the place to do it in the future.

And you can’t improve what you don’t measure.