On 1 July 2023, standard Universal Analytics (UA) properties will stop processing data. For continued website measurement, migrate your original property settings to a Google Analytics 4 (GA4) property.

Index:

1. Why are third-party cookies being abolished?

2. How is GA4 different from UA?

3. What is Google Tag Manager?

4. Can you do it yourself?

5. What help is available for UA to GA4 migration?

This is an update of our blog post from 1 May 2023.

Since March 2023, you have been able to create a GA4 property. Your existing Google Analytics account will automatically create one for you, unless you opt out. This new property will be based on the settings in your existing Universal Analytics (UA) property, if you have one.

If you have created a GA4 property, and that property is connected to a Universal Analytics property, Google will copy over any configurations (e.g.- goals, audiences, etc.) from your Universal Analytics property that you have not marked as complete in your GA4 property, unless you opt out.

However, there is some setting up to do and there is a difference between basic GA4 and the more detailed, but way more insightful, Google Tag Manager.

HTTP cookies (also called web cookies, internet cookies, browser cookies, or simply cookies) are small blocks of data created by a web server while a user is browsing a website. That data, or cookie, is placed on the user's computer or other device by their web browser.

Cookies enable web servers to store useful information (such as items added in the shopping cart in an online store) on the user's device or to track the user's browsing activity (including clicking particular buttons, logging in, or recording which pages were visited in the past).

Tracking cookies, and especially third-party tracking cookies, are commonly used as ways to compile long-term records of individuals' browsing histories — a potential privacy concern that prompted European and U.S. lawmakers to take action in 2011. European law now requires that all websites targeting European Union member states gain "informed consent" from users before storing non-essential cookies on their device.

Initiated by the European Union's new data privacy and security laws that dictate that "explicit consent" must be gathered from web users who are being tracked via "cookies".

Though it was drafted and passed by the European Union (EU), it imposes obligations on organisations anywhere, so long as they target or collect data related to people in the EU. The General Data Protection Regulation (GDPR) is the toughest privacy and security law in the world. The regulation was put into effect on 25 May 2018 and it levies harsh fines against those who violate its privacy and security standards, with penalties reaching into the tens of millions of euros.

The GDPR gives individuals more control over their personal information in the most basic interpretation. It's forced companies to reframe how they think about data privacy, making “privacy by design” paramount.

Google’s response was, "Users are demanding greater privacy --including transparency, choice, and control over how their data is used -- and it’s clear the web ecosystem needs to evolve to meet these increasing demands"

Firefox and Safari phased out the third-party cookie already, but Google was cautious not to "undermine the business model of many ad-supported websites” and so they opted to phase out third party cookies over 2 years.

Universal Analytics (UA) relies on third-party cookies and that’s why, on 1 July 2023, standard Universal Analytics (UA) properties will stop processing data from cookies and GA4, Google Analytics 4 (aka Tag Manager) will take over the job.

Google Analytics 4 (GA4) differs from Universal Analytics (UA) as it shifts from a session-based model to an event-based model, allowing for more comprehensive tracking of user interactions across multiple platforms and providing deeper insights into user behaviour and engagement. 🔍

The shift means that in GA4, the focus is on tracking individual user interactions or events rather than grouping them into sessions. In Universal Analytics (UA), a session is a period of time during which a user engages with a website or app. Each session is characterised by a series of pageviews and interactions. ✨

With GA4, events are the focus, capturing specific user actions such as clicks, video views, downloads, purchases or form submissions. Events are collected and analysed individually, providing a more granular and detailed understanding of user behaviour. 📈

The event-based model allows for greater flexibility in tracking user interactions across different platforms too, so it’s not just your website but mobile apps or other digital channels like social media. Events provide a more comprehensive view of user engagement than UA and enable businesses to make more informed data-driven decisions. 🚀

Roll with innovation and unlock the power of GA4! Leverage the advanced features to gain a deeper understanding of your data and unlock new opportunities for success. 💪

There are several key differences between UA and GA4:

It's worth noting that GA4 is designed as the future of Google Analytics, and Google encourages users to migrate from UA to GA4 for long-term support and updates.

Google Tag Manager (GTM) is a free tool provided by Google that simplifies the process of managing and deploying various tags and tracking codes on your website or mobile app. It allows you to centrally manage all your marketing and analytics tags without directly modifying your website's code.

Google Tag Manager, offers:

Google Tag Manager simplifies the process of managing multiple marketing and analytics tags across various platforms, reducing the reliance on developers and providing business owners more control over their online tracking.

If you’d like to do it yourself, follow the Google Support Article to begin using the new GA4 insights.

After 1 July 2023, you'll be able to access your previously processed data in your Universal Analytics property for at least six months, however, Google strongly encourages you to export your historical reports during this time.

If you need assistance, contact us for training, use the Google Support link above to step through the process yourself, or for just $168 get the Online is Easy team to do it for you.

Sources:

Chromium Blog - 14 Jan 2020 - Building a more private web: A path towards making third party cookies obsolete

BBC - 8 March 2011 - New net rules set to make cookies crumble

Wikipedia - HTTP cookie

GDPR.eu - What is GDPR, the EU’s new data protection law?

Google Support - 24 Feb 2023 - Universal Analytics is going away