Migrating from Universal Analytics to Google Analytics 4

Google will sunset Universal Analytics in 2023


Universal Analytics (also known as “UA” or “GA3”) is the version of Google Analytics that was released in 2013. In October 2020, Google released Google Analytics 4: a new version of Google Analytics built to address the need for robust privacy controls and cross-device measurement capabilities. Google has shared plans to sunset the old version of Google Analytics:

July 1, 2023: The free Universal Analytics properties will stop processing hits.
October 1, 2023: Universal Analytics 360 properties will stop processing hits as well.

free migration assessment

Search Discovery has designed an assessment to help you prepare for your migration to Google Analytics 4.

  • How will you be impacted by the move to GA4?
  • When should you begin the migration process, and would you benefit from temporarily running both versions side-by-side?
  • What is involved in the migration process?

How Will This Impact You?

There are many benefits to migrating to the new Google Analytics 4, including: cookieless measurement, built-in predictive audiences, cross-platform customer journey analysis, and direct integrations to media buying platforms.

However, clients using Universal Analytics should start planning for the following:

Historic Data: The data in your old properties will continue to be available in a read-only state, but this data cannot be imported into your new GA4 properties.

Tagging Update: Google Analytics 4 tags collect data in a standard format across websites and native mobile apps, so your tags and SDK’s will need to be updated to use the new standard.

Team Training: Google Analytics 4 is significantly different from Universal Analytics, and most teams benefit from carving out time to familiarize your team with the new tool.

Media Platform Integrations: The goals and audiences that you have created in Universal Analytics will need to be recreated in GA4 and shared with your media buying platforms.


Search Discovery is a Google Premier Partner, and has been a certified Google Analytics 360 sales partner since 2012.

We started migrating clients to GA4 during the beta program in 2019, and we make the process quick and efficient for you.


Talk to Our Team to make sure you're ready to migrate to ga4

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