[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fgoogle-analytics-4-deadline-what-you-need-to-do-now":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":349,"breadcrumbs":350,"reading_minutes":125,"category":358,"head":360},"2022-03-25T11:52:37",{"rendered":6},"\n\u003Cp>With Universal Analytics sunsetting on 1st July 2023, marketers now have a deadline to migrate over to Google Analytics 4.\u003C\u002Fp>\n\n\n\n\u003Cp>Originally announced as App + Web, Google Analytics 4 was quietly released to the public two and a half years ago. As the fourth version of Google Analytics software, it was inevitable that it was going to replace the current version, Universal Analytics. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Firstly, there’s no need to panic\u003C\u002Fstrong> – but if you like to measure year-on-year comparisons, you should be setting up your new Google Analytics property before 1st July 2022 to start to build historic data.\u003C\u002Fp>\n\n\n\n\u003Cp>If you want a full list of what’s new in Google Analytics 4, our Performance Director, Aaron has covered this in his blog \u003Ca href=\"\u002Fblog\u002Fnew-google-analytics-4\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Here’s what you need to know about Google Analytics 4 and what you should be doing now.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"use-universal-analytics-and-google-analytics-4-together\">\u003Cstrong>Use Universal Analytics and Google Analytics 4 together\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Avoid ‘switching’ to Google Analytics 4 and completely abandoning Universal Analytics. Running both in conjunction with each other and having access to historical data is incredibly important. Universal Analytics also currently has reports available that are currently not available in Google Analytics 4, such as organic landing page reports.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"840\" height=\"400\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fgoogle-analytics-4-deadline-and-universal-analytics-sunset-parallel-data-gathering.png?auto=compress%2Cformat&q=90\" alt=\"Google analytics 4 should be set up in advance before 1st July 2022. From 1st July 2022 to 1st July 2023, Google analytics 4 and Universal analytics should run parallel. Once Universal analytics is shut down on 1st July 2023. You can use both sets of data to create YoY reports.\" class=\"wp-image-16421\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Universal Analytics still has over a year until it is sunsetted, but you should set up Google Analytics 4 before 1st July 2022 if you value historical data in order to make YoY reports, as gathering as much data as possible will help you make the most informed decisions.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"maximise-1st-party-data-but-make-the-most-of-cookies-while-you-can\">\u003Cstrong>Maximise 1st party data but make the most of cookies while you can\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We recommend making the most of third-party cookies whilst you can. Google Analytics 4 will not allow you to collect this data, so utilise Universal Analytics right up until the end to collect the best quality third-party cookie data for your marketing.\u003C\u002Fp>\n\n\n\n\u003Cp>At the same time, you should really also be thinking about how you can gather 1st party data in a post-cookie world. Once you’ve migrated to GA4, this is where you should be focusing your efforts. Having accurate data that’s your own will be more important than ever. \u003C\u002Fp>\n\n\n\n\u003Cp>Much like with cookie data, 1st party data can be uploaded to third-party platforms, such as LinkedIn ads, to enrich your audience targeting. CRM integrations and website micro-conversions such as newsletter signups and content downloads are reliable examples of ways to collect 1st party data – if you need help exploring this further, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>To learn more about maximising your 1st party data in a cookieless world, see the relevant section in our \u003Ca href=\"\u002Fresources\u002Fwhite-papers\u002F12-ecommerce-trends-for-2022\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">ecommerce whitepaper\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"think-about-what-you-need-to-be-tracking\">\u003Cstrong>Think about what you need to be tracking\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We strongly recommend setting up Google Analytics 4 as quickly as possible, but don’t just replicate what you’re doing currently.\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst this isn’t a ‘great reset button’ for your analytics, it’s definitely the time to review what you’re currently tracking, if you need it, and what you can remove. Analytics can get messy if you’re tracking too many properties that hold little to no value whatsoever.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"637\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fwhat-you-need-to-be-tracking-in-ga4.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-16422\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"inform-people-that-changes-should-be-made-and-data-will-look-different\">\u003Cstrong>Inform people that changes should be made and data will look different \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>You should be encouraging those within your business to set-up Google Analytics 4 as soon as possible. It will be important to inform stakeholders that analytics and reporting will look different once UA has been sunsetted and GA4 becomes the default. \u003C\u002Fp>\n\n\n\n\u003Cp>Due to how Google Analytics 4 is built on a technical level, it’s possible that data, such as the number of sessions, recorded in Universal Analytics and Google Analytics 4 will be different. Measurements may be higher or lower in GA4 when compared to data in UA. In Aaron’s \u003Ca href=\"\u002Fblog\u002Fnew-google-analytics-4\u002F#measurement-difference-between-universal-analytics-and-ga4\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics 4 blog\u003C\u002Fa>, he explores further into why this occurs.\u003C\u002Fp>\n\n\n\n\u003Cp>This is another reason why we recommend that you use UA and GA4 in conjunction with each other before UA is sunsetted. This will not only save you some raised eyebrows when reporting GA4 data, but it will also provide you with the time to customise and configure your GA4 reporting to ensure you’re tracking what you really need. \u003C\u002Fp>\n\n\n\n\u003Cp>This also provides a great opportunity to carry out a \u003Ca href=\"\u002Fanalytics\u002Fgoogle-analytics-consultancy\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics health check\u003C\u002Fa> to check your current implementation is correct and your data is accurate.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"getting-support\">\u003Cstrong>Getting support\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Even though Universal Analytics is being sunsetted next year, you should be thinking about setting up Google Analytics 4 before 1st July 2022 in order to gather historical data to create YoY reports. If you need assistance in setting up GA4 to meet your needs, we suggest talking to some digital experts, such as your internals developers or your external agency partner.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re looking for an official guide to setting up Google Analytics for, we recommend you \u003Ca href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9744165?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">start here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>If you need help migrating to GA4, we have experts on hand via our \u003Ca href=\"\u002Fanalytics\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Analytics Agency Support\u003C\u002Fa>. If you have any further questions about Google Analytics 4, such as tagging and implementation, please \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>.\u003C\u002Fp>\n",false,"standard",[10],41,[],[13],164,[15,16,17,18,19,20,21,22],"post-16419","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-measurement",{"page_content_modules":24,"hero":161},[25,113],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Google Analytics 4 deadline: What you need to do now",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},98,"\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F","Matthew Ahern","Digital Marketing Manager","As a part of the growing Commercial Team at Impression, I support the Head of Marketing and the content element of Impression’s marketing strategy.","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":58},"\u003Cp>Digital Marketing Manager. Joined Impression in December 2021.\u003C\u002Fp>\n\u003Cp>I began my digital marketing career as an in-house Marketing Assistant for a Nottingham-based luxury brand. I also spent a short time in the world of merchandising before returning to digital marketing as an in-house Marketer for a national manufacturer of electrical goods. I produced a wide range of internal and external content, including social media and website content. I wanted to take my content marketing skills further, so when I saw that Impression was looking for a Content Executive, I thought it would be a great opportunity to explore and develop my skills.\u003C\u002Fp>\n\u003Cp>I work closely with Impression’s Head of Marketing to support them in delivering the content element of Impression’s marketing strategy. I collaborate across departments to produce digital content, such as case studies, website copy, and long-form content.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nA moment I was really proud of was receiving my Masters degree in marketing. Marketing was a completely new world to me back then, so there was a lot of pressure on learning, understanding, and implementing new ideas and strategies into my work.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nMy favourite things to do outside of work are to visit quirky museums and to enjoy well-brewed coffee in independent coffee shops.\u003C\u002Fp>\n",[40],{"page":41,"link_text":57},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":56},33,"98","2020-03-12 15:00:28","","Digital Marketing Services","publish","closed","digital-marketing","2026-04-13 15:14:11",0,"\u002F?page_id=33","page","0","raw","\u002Fdigital-marketing\u002F","Digital Marketing",{"ID":59,"id":59,"title":60,"filename":61,"filesize":51,"url":62,"link":63,"alt":45,"author":64,"description":45,"caption":45,"name":65,"status":66,"uploaded_to":51,"date":67,"modified":67,"menu_order":51,"mime_type":68,"type":69,"subtype":70,"icon":71,"width":72,"height":73,"sizes":74},16743,"Matthew-Ahern_New2","Matthew-Ahern_New2.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&q=90","\u002Fmatthew-ahern_new2\u002F","12","matthew-ahern_new2","inherit","2022-04-21 11:54:30","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":75,"thumbnail-width":76,"thumbnail-height":76,"medium":77,"medium-width":78,"medium-height":79,"medium_large":80,"medium_large-width":81,"medium_large-height":82,"large":83,"large-width":84,"large-height":85,"1536x1536":86,"1536x1536-width":87,"1536x1536-height":88,"2048x2048":89,"2048x2048-width":90,"2048x2048-height":91,"post-thumbnail":92,"post-thumbnail-width":93,"post-thumbnail-height":94,"12_col":95,"12_col-width":96,"12_col-height":97,"default_landscape":98,"default_landscape-width":99,"default_landscape-height":73,"default_portrait":100,"default_portrait-width":73,"default_portrait-height":99,"6_col_and_margin_short":101,"6_col_and_margin_short-width":93,"6_col_and_margin_short-height":97,"11_col_and_margin":102,"11_col_and_margin-width":103,"11_col_and_margin-height":97,"9_col_rectangle":104,"9_col_rectangle-width":105,"9_col_rectangle-height":106,"11_col":107,"11_col-width":108,"11_col-height":97,"staff_image_696_600":109,"staff_image_696_600-width":72,"staff_image_696_600-height":73,"rectangular_thumbnail":110,"rectangular_thumbnail-width":111,"rectangular_thumbnail-height":112},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":114,"reduced":27,"top_overlap":115,"bottom_underlap":115,"disable_observer":-1,"heading":116,"cta_text":117,"cta_link":118,"items":119},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[120,134,146],{"type_key":16,"title":121,"excerpt":122,"to":123,"postedAt":124,"readingTime":125,"image":126,"authors":127,"category":131},"Beyond ad-level data: Unlocking granular product insights for Meta","\u003Cp>Standard Meta Ads reporting traditionally stops at the ad level, leaving e-commerce brands in the dark about which specific products are actually driving traffic on social platforms. While Dynamic Product Ads (DPAs) are incredibly powerful, they aggregate performance across multiple items, making it difficult to isolate individual product success.  To bridge this data gap, the […]\u003C\u002Fp>\n","\u002Fblog\u002Funlocking-granular-product-insights-for-meta\u002F","2026-06-24T14:13:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fallison-saeng-B7VlWt3pRM0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[128],{"name":129,"image":130},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":132,"name":133},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":16,"title":135,"excerpt":136,"to":137,"postedAt":138,"readingTime":139,"image":140,"authors":141,"category":145},"Which Marketing Mix Modelling platform should you use?","\u003Cp>If you’ve decided to build a Marketing Mix Model (MMM), an important first step is to choose what platform you want to use. There are quite a few options, ranging from simple to complex, with different benefits to each You’ve probably come across these libraries already: Google’s Meridian, Meta’s Robyn, PyMC Marketing and a handful […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhich-marketing-mix-modelling-platform-should-you-use\u002F","2026-06-10T11:28:01",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fvaleria-nikitina-ie2R2t9fC9Q-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[142],{"name":143,"image":144},"Harry Brace","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":132,"name":133},{"type_key":16,"title":147,"excerpt":148,"to":149,"postedAt":150,"readingTime":151,"image":152,"authors":153,"category":160},"Beyond the click: Can you use MMM to prove the value of LLMs?","\u003Cp>LLMs (Large Language Models) have quickly become a significant influence on a customer’s journey, and all signs point to this influence only increasing. Even before we consider how to influence visibility across AI search, the first question we have to ask ourselves is: How do we measure the impact LLMs have on top-line results? The […]\u003C\u002Fp>\n","\u002Fblog\u002Fcan-mmm-prove-the-value-of-lmms\u002F","2026-04-28T11:48:18",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[154,157],{"name":155,"image":156},"Alex Howat","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":158,"image":159},"Petar Jovetic","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":132,"name":133},{"type":162,"style":163,"heading":28,"date":4,"updatedAt":164,"reading_minutes":125,"image":165,"imageAlt":28,"categories":166,"collections":348},"blog-post","light","2022-04-01T10:10:50","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002Fgoogle-analytics-4-deadline-feature-image-1.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&rect=0%2C197%2C1060%2C672&w=1860",[167],{"id":10,"count":168,"description":169,"link":132,"name":133,"slug":170,"taxonomy":171,"parent":51,"meta":172,"acf":173,"head_links":174,"resource_count":175,"yoast_title":176,"yoast_meta":177,"yoast_json_ld":222,"_links":320,"path":132},129,"Here at Impression, ongoing research and training is a huge part of how we keep our \u003Ca href=\"\u002Fmedia-solutions\u002F\">Media Solutions\u003C\u002Fa> team up-to-date with the latest happenings in the world of web & app analytics, martech, \u003Ca href=\"\u002Fmedia-solutions\u002Fdata-science\u002F\">data science\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">media effectiveness\u003C\u002Fa>. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too.\r\n\r\nFind out more about our \u003Ca href=\"\u002Fanalytics\u002F\">Analytics Agency\u003C\u002Fa> services, or browse our latest tips, advice and opinions below.","measurement","category",[],{"sub_title_override":45,"title_override":45},[],21,"Online Measurement, Analytics & Effectiveness Blog | Impression",[178,180,183,186,189,192,195,197,199,201,204,207,210,213,216,219],{"property":179,"content":176},"title",{"property":181,"content":182},"description","Keeping up to date with the latest measurement and analytics trends and strategies can be difficult. 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