Google Analytics 4: Should I migrate or should I go?

Google has announced that Universal Analytics will stop processing data from July 1, 2023 (free accounts) and October 1, 2023 (360 accounts).

As Google Analytics has a market share of around 90% worldwide, this sunset will have an impact on many companies and possibly on your data collection and marketing analytics activities as well!

But this shouldn’t be a bad thing! On the contrary, this is an opportunity to rethink your data collection methods and decide whether to migrate to GA4, or move to an alternative solution entirely.

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Why you should consider migrating now

A lot has been said and written about Google Analytics and the forced move from Universal Analytics to GA4. We see a lot of people trying to fill in the blank spots or identify the grey ones.

For some it’s a good reason to rethink the way forward in a strategic way with topics such as first party data, CNAME'ing collection feeds and server-side tracking in mind and in parallel have a look at other technologies to support a cookieless future. For others it’s a pure but urgent technical migration where the completely new data model of GA4 is unknown and the knowledge gap needs to be filled asap because of the sunset of Universal Analytics in July 2023, coupled with the fact that no data migration is possible!

We have been migrating customers with more than 200 websites but also helping those with a smaller number of websites via a more simple set up. We provide companies with strategic advice on topics like a cookieless future or how/why server-side tracking could impact them and which technology can be a good future fit.

How can we help accomplish your goals?

1-on-1 migration


You want to:

  • Start your data collection year on year to July 2023
  • Improve quality
  • Educate stakeholders


Tactical migration


You want to:

Apply the same goals as the 1-on-1 migration plan, but you also want to:

  • Have an efficient & future proof data collection
  • Get some knowledge sharing on server-side tracking

Strategic migration


You want to:

Apply the same goals as the tactical migration plan, but you also want to:

  • Do a strategy exercise on short term and long term goals and needs
  • Have a technology review (beyond GA) and advice on roadmap for analytics, server-side data collection, CDP

You'll get:

  • Technical migration of the existing functionality from Universal Analytics to Google Analytics 4
  • Quality assurance and performance tracking support
  • Training (12h) for business and technical stakeholders on GA4
  • A server-side tracking info session

You’ll get:

The same deliverables as the the 1-on-1 migration plan, but you'll also get:

  • A KPI “light” workshop
  • A custom data layer design and implementation guide
  • 3 custom dashboards in Google Data Studio

You’ll get:

The same deliverables as the the tactical migration plan, but you'll also get:

  • KPI workshops on strategy
  • Business and technical solution advice
  • Technical migration of the existing functionality from Universal Analytics to the best fitted technology
  • Training (12h) for business and technical stakeholders on new technology & server-side tracking

Want to know which package fits your needs best?

We have been migrating customers with more than 200 websites but also helping those with a smaller number of websites via a more simple set up. We are happy to give you strategic advice on topics such as a cookieless future or how/why server-side tracking could impact be impacting you and which technology could be a good future fit.

Are you looking for more inspiration?