On July 1, 2024, businesses can no longer use the outdated Google Universal Analytics, resulting in the deletion of all historical data if they haven?t made the transition yet. Today, Google Analytics 4 (GA4) is the new standard for web analytics services. 

Universal Analytics (UA), introduced over ten years ago, was designed when users primarily interacted with businesses through websites, and advertisers relied on cookies for data collection. 

Since then, the internet and user behavior have drastically evolved, especially in the past five years. Modern internet users engage with content across multiple devices and expect higher privacy standards. To address these changes, Google developed GA4, focusing on privacy and AI. GA4 measures customer journeys across various touch points without compromising user privacy, adapting to the complex, multi-device interactions of today’s consumers. 

Transitioning from UA to GA4 has been challenging. The new platform requires users to understand current engagement patterns, moving away from the outdated metrics of hits and sessions. While GA4 offers advanced capabilities, it necessitates a new approach to data measurement that aligns with contemporary digital interactions. 

One of the most immediate challenges users face with GA4 is its vastly different interface compared to Universal Analytics. The navigation has changed significantly, and the common terminology has been drastically updated. 

However, the true advantage of Google Analytics 4 lies in its customization capabilities. Unlike Universal Analytics, GA4 allows users to tailor the platform to their specific needs. While the default interface may initially seem awkward, there are numerous options to adjust and personalize it to suit your workflow. Embracing these customization features can help users overcome initial difficulties, and the process of trial and error often proves to be the most effective way to learn and master the new system. 

One significant change in GA4 is the new data retention policy. Universal Analytics previously allowed extensive data capture and storage, with options for data to expire after up to 50 months, and some historical data accessible for over a decade. 

In contrast, GA4 caps data retention at 14 months. Businesses needing granular data beyond this period must export it. Additionally, GA4 only records data from the setup date, which is a disadvantage for businesses losing historical data that show patterns and trends over the years. 

For SEO strategists, GA4 is beneficial. Unlike Universal Analytics, GA4 allows SEOs to compare user activity over the previous 7, 28, and 90 days against prior periods, highlighting the impact of optimizations. Additionally, GA4 provides better insights into the customer lifecycle. Its Customer Lifecycle Reports offer a comprehensive view of user behavior from acquisition to conversion, helping SEOs adjust their strategies accordingly.