Very Important Info for Website Owners & Admins

If you own a website and measure your traffic in any fashion, it’s important that you know about Google’s upcoming transition impacting your analytics. They’re going to look a lot different in a few short months. 

This isn’t a surprise to those who spend time on things like we do, but every website owner or admin needs to be aware of the changes so they’re not surprised and left looking for answers. 

West Edge Collective is and has been a website host and strategic web partner for many companies for years – so we’re covering all our clients throughout this transition – so they don’t need to worry about this change to their analytics at all. Clients – you can expect regular updates throughout the transition. You can always email your Client Success Manager or with any questions.  

For the rest of you, here’s some resources so you know what to expect in 2023 for your website’s analytics. 

First, Get the Facts

Here’s some information from the source, Google’s support site

On *July 1, 2023*, standard Universal Analytics (“UA”) properties will no longer process data. You’ll be able to see your Universal Analytics reports for a period of time after July 1, 2023. However, new data will only flow into Google Analytics 4 (“GA4”) properties.

Your current analytics will be available for at least six months (after July 1, 2023), and Google has stated that they will continue to update us with their plans in the months ahead. 


How do I know if my site is impacted by this change?

  • If you created your property before October 14, 2020, you’re /likely/using a Universal Analytics property.
  • If you created your property after October 14, 2020, you’re /likely/using a Google Analytics 4 property already, and no action is required.

Next, Start the Transition to the New GA

These are the three types of website owners, and what each should do to prepare for transitioning for the future. 

  1. You may not have Google’s Universal Analytics (“UA”) set up yet. That’s okay. You can still set up analytics data collection. If you’re new to website analytics, it’s recommended to start there. 
  2. If you’ve already got analytics set up for your website in a “classic” way with Universal Analytics, you should add a Google Analytics 4 using their set up assistant. You can do that here
  3. For more advanced data analysts or companies using a content management system such as Wix, WordPress, Shopify, for example, you should add GA4 to your CMS. There’s a handy list of supported platforms for you here.

I really need my historical website data. What should I do?

In short, export and/or share a report. Here’s a great resource for how, and what formats are available.

What does this mean for my Google Ads?

According to Google: “Unless your Universal Analytics property is linked to your Google Ads account, your Google Ads account will be unaffected. However, if your Universal Analytics property and Google Ads accounts are linked, Universal Analytics data will stop flowing to Google Ads after July 1, 2023.” If you’re running Google ads, we recommend visiting this page to learn about migrating your ad links to a GA4 property. 

So what’s next?

Aside from being prepared with the information above, all we can recommend is to stay tuned. Google’s unveiling more information about this transition all the time. We’ve seen more movement on these changes in recent months, and we expect more in the first quarter of 2023. Keep an eye on our email newsletters and social media posts, and we’ll keep you up to speed.