Important changes to Google Analytics: Switching to Google Analytics 4

As you may have already heard, Universal Analytics will be completely replaced by Google Analytics 4 (GA4) by 1 July 2024. From this date, all Universal Analytics services and APIs will be deactivated. This means that Universal Analytics data will no longer be accessible. If you have not yet fully migrated to GA4, you should do so as soon as possible. You can find the migration instructions here.

Effects on product integrations
After deactivating Universal Analytics, the data and settings are no longer available. This affects:

• Conversions: New conversions are no longer measured. This can affect your advertising campaigns, especially if you use smart bidding.
• Target group lists: These are closed, which can affect your media activation and the performance of your advertising campaigns.
• APIs: API requests related to Universal Analytics will fail. This means that Universal Analytics data can no longer be displayed in API-based tools such as Looker Studio.
• BigQuery: The export of historical data from Universal Analytics 360 properties could only be requested until 30 June 2024. However, data that has already been exported remains available in BigQuery.
• Attribution projects: These, which were part of the attribution (beta) in Google Analytics, are deleted.

Conclusion
The transition to Google Analytics 4 is inevitable and should be done as soon as possible to avoid data loss and disruption to your advertising campaigns. We understand that these changes can be overwhelming and want to assure you that we at Swiss Media Design are always by your side. Our goal is to make your transition as smooth as possible and ensure that you can continue to work successfully with Google Analytics. Change has become more common these days, and it often provides opportunities for growth and improvement. Google Analytics 4 brings with it many new and improved features that can help you gain even better insights into your customers' behaviour and optimise your marketing strategies.

Contact us if you need assistance with the transition to GA4 or if you have any questions about the new features and capabilities. Our team is always available to help you through this transition and ensure that you can take full advantage of Google Analytics 4. Together we will overcome this challenge and utilise the new opportunities that GA4 offers. Change is the key to continued success, and we're here to help. You're in good hands with us. Let's shape the future of digital marketing together!