Why switch to Google Analytics 4 as soon as possible?

E-shops often depend on analyzing their site traffic and the effectiveness of their marketing campaigns. However, we see that many e-shops are still using Google Analytics Universal. Therefore, we would recommend that you switch to Google Analytics 4, as the data collection for Google Analytics Universal will end on June 30, 2023.

If you are using Google Analytics Universal, you will no longer have new data from 1.7.2023. While you will still have access to statistics and reports, traffic, events and transactions will no longer be tracked or recorded.

The new Google Analytics 4 offers many new improvements and features over the older version. With the switch to GA4, eshops can expect better integration with Google services, which means more effective online campaigns. The new version of Google Analytics allows you to track data even more accurately, allowing eshop owners to make better decisions based on better data.

If you would like help with deploying Google Analytics 4, Reach out to us and we can set it up in a matter of days.

Google Analytics 4 (GA4) offers a number of new features such as:

1. Cross-device measurement – this feature can track users across different devices, such as mobile phones, tablets and computers. This allows eshop owners to see how users interact with their eshop on different devices, so they can improve their marketing campaigns.

2. Event-driven data model – GA4 uses an event-driven data model, which means it collects and processes data based on events. This approach to data collection is more flexible and allows eshops to collect data that is relevant and focused on specific goals.

3. Advanced analytics – GA4 allows eshop owners to use advanced analytics that include machine learning and predictive analytics. These features allow for a better understanding of user behavior and the effectiveness of marketing campaigns. In addition, GA4 also offers new analytics features, such as long-term customer value prediction to help increase profitability.

4. Data and privacy controls – GA4 is designed to provide a higher level of user privacy. E-shops can now control what data they collect and how they use it. They can also include consent management for the use of cookies and GDPR compliance.

5. Enhanced measurement capabilities – GA4 offers new and improved measurement capabilities that allow you to track user behavior on your eshop more accurately than ever before. This includes improved source and campaign detection, new conversion measurements, and updated traffic tracking features. This allows marketers to better track the success of their online campaigns and refine their strategy based on more accurate data.

What to watch out for

Google plans to automatically upgrade individual Google Analytics accounts to Google Analytics 4 over time. Therefore, it is better for eshop owners to set it up as soon as possible and not just leave it to an automatic change by Google.


Google Analytics 4 is more than just an update of the original version, it is an improved tool with a lot of new functionalities that are in line with the trends of today’s market. We recommend that e-tailers deploy the new GA4 and start collecting data as soon as possible.

If you have any questions about conversion tracking through GA4 or need help with the setup, feel free to contact us.

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About the Author:

Account manager at BlueWinston & CCS Shopping in EU (I'm the guy responsible for the most effective PPC tool to create product text and Smart Shopping campaigns for Google Search)