Web analytics tools like Google’s free Universal Analytics play a big role in e-commerce. They make it possible to track webshop performance, analyze customer needs, and thus optimize strategic alignment.

However, Universal Analytics will be permanently discontinued as of July 1, 2023, and marketers and online store operators will have to switch to another software. The most obvious move is to switch to Google Analytics 4, a next-generation analytics tool that was released back in October 2020. The software relies on machine learning and is said to offer improvements especially in the area of data protection. But what should marketers and online store operators keep in mind when switching to Google Analytics?

The sooner you change, the better

Moving to Google Analytics 4 is a challenge, so the sooner it’s started, the better. Contrary to what you might expect, Google Analytics 4 is not simply an extension of Universal Analytics, but a web analytics tool developed from scratch. Getting to grips with Google Analytics 4 as early as possible is therefore advisable, as this allows you to familiarize yourself with the new user interface, which may require some familiarization time.

Since it is not possible to import data from Universal Analytics into Google Analytics 4, it is necessary to ensure that the data is prepared in a future-proof manner. It is therefore advisable to already create a Google Analytics 4 Property and run the data collection in parallel with Universal Analytics. At the same time, Consent Management can be adapted to the new conditions. From the beginning of 2023, Google Analytics 4 reports can then be used and the Universal Analytics data can only be used for reconciliation. From 01 July 2023, the formal changeover will then take place, and from then on no new data will enter Universal Analytics.

Prepare optimally for the change

So a changeover should always be done in parallel to develop a feeling for the different behavior of the data. It is safe to assume that many companies will seek the assistance of an agency when converting from Universal Analytics to Google Analytics 4, especially if the whole thing is also paired with Google Ads support. Nevertheless, there is no getting around the fact that you have to familiarize yourself with the new system on your own and get to know the functions.

As of July 1, 2023, data collection with Universal Analytics is no longer possible; only historical data will continue to be provided for six months. So there are 11 months left to prepare optimally for the change. It is also advisable to use this time to review the individual tracking setup and the existing tool landscape. In case of doubt, switching to another web analytics tool may also make sense.

eBakery helps with detailed questions!

For many companies, the switch to Google Analytics 4 is the biggest challenge in the coming months. Without fundamentally transforming the data basis, no sound business decisions can be made or recommendations for action given. It is therefore important to familiarize yourself with Google Analytics now and, if necessary, to enlist the support of a professional agency for the conversion.

Aside from the challenges of conversion, however, the use of Google Analytics also creates opportunities for companies and online retailers. eBakery is happy to advise you on things like conversion optimization or even the right integration of Analytics 4.