Google Set to Retire Universal Analytics in 2023
Summary
The knock-on effects to your Google Ads campaigns If you are a PPC practitioner and rely on Google Ads and Analytics linking, it’s important to note that after July 1st 2023, your Ads campaigns could be affected (as reported by Google) if you are: • Using a Universal Analytics audience in your campaigns How the switch to GA4 can improve your marketing efforts • Machine learning will be at the core of GA4, which in turn should drive greater ROI when it comes to your marketing efforts. Through Google’s machines learning algorithms, you’ll get more detailed insights to help you make more informed decisions. • Google Analytics 4 will work synergistically across your websites and apps to give you a more complete view of how your customers interact with your business across various platforms. I’m not usually a betting man, but I’d wager that a lot of marketers will be resistant to the switch to GA4, or otherwise may not feel equipped to properly prepare for the switchover. However, with 15 months to go until UA is no longer supported, now is the ideal time implement the new version of Google Analytics on your website.
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