What You Need to Know

From our blog


The date has been set, it’s time to mark your calendars. Starting July 1st, 2023, Google will be retiring Universal Analytics (GA3) and will only be supporting GA4. If you have questions, we have answers! We’re here to help with your definitive GA4 on-boarding plan.

What Does This Mean?

It means that it’s time to set up and configure GA4 right away. The new web analytics service will stop collecting data in June 2023, and brands will lose access to their historical data approximately 6 months later.


It all comes down to user privacy. GA3 uses cookies and IP addresses to track user behaviour, but cookies have become a serious privacy concern. Brands like Apple and browsers like Chrome are phasing out 3rd-party cookies entirely which significantly impacts tracking.

Is GA4 Better?

It certainly will help search marketers gather better insights than before. GA4 operates across platforms, it doesn’t rely on cookies or store IP addresses, and it uses data-driven attribution. So, what it comes down to is, we’ll have even more data to better understand and optimize campaigns.


What's Next?

If you're unsure of what your next steps should be, let us shine some light!

1. First, ensure Google Ads is using Google Ads conversions (via GTM or Gtag) and not relying on GA3 imported conversions.

2. Next, work with <imajery>, or another development team, to install GA4 as soon as possible! (We’d love to work together - you can check out all our services here)

3. Once GA4 is set up, you should start familiarizing your team on the new analytics service, and phase out the use of GA3.

4. Most importantly, don’t forget to export everything you need from GA3. You do not want to lose all your hard earned data.


The exciting cookie-less era is upon us, and we’ll be here to help with all your digital marketing needs. Don’t hesitate to contact us if you have questions about GA4 or any other marketing related concerns… We love to chat about what we love!



Valerie Shoif
Creative Account Manager


/ News

Interested in working with Us?
We'd love to hear from you!

  • This field is for validation purposes and should be left unchanged.