The end of GA3 is announced: switch to GA4 for better SEO

Find out how the end of GA3 will affect your SEO referencing and why migrating to GA4 is essential for improving your digital strategy.

What implications does the end of Google Analytics 3 (GA3) have for your analytics strategy? referencing and data analysis?

The Inevitable Transition to GA4

The end of GA3 has been announced, and with it the need to transition to Google Analytics 4. This transition brings with it many changes and improvements that are critically important for your digital strategy. In this context, it's essential to understand not only why the change is necessary, but also how to make the transition effectively.

What is Google Analytics 4?

Before diving into the details of the migration, it's essential to understand what GA4 is. Launched in October 2020, this version of Google Analytics is a radical departure from its predecessor, GA3, also known as Universal Analytics.

Unlike GA3, which used a session- and pageview-based approach, GA4 focuses on user events and interactions. This allows for a more in-depth and nuanced analysis of user behavior on your site—an aspect SEOs and site managers shouldn't overlook.

Why is GA4 essential?

The End of GA3

The main reason why the transition to GA4 is urgent is that GA3 will cease to operate on October 1, 2023. At that point, the service will no longer collect data, and by the end of 2023, the data already collected by GA3 will no longer be accessible. The implications of this change are subtly serious: without data, your ability to analyze and adjust your SEO strategy will be seriously compromised.

Enhanced features

GA4 offers significantly improved features: improved event tracking, predictive reporting, and better privacy support. These features allow users to obtain not only historical information but also predictions based on user behavior. This provides valuable insights that can guide your future marketing strategies.

Steps to migrate from GA3 to GA4

Migrating from GA3 to GA4 may seem complex, but a methodical process makes the transition easier. Here are the key steps you need to follow.

Create a GA4 Property

First of all, you need to set up a new GA4 property. This will enable you to start collecting data on this version while continuing to use GA3 during the transition period. Follow these steps to create your new property:

1. Log in to your Google Analytics account.
2. Click on “Admin” then on “Create Property”.
3. Follow the on-screen instructions to set up your new GA4 property.

Define a new tagging plan

Once the GA4 property is set up, the next step is to determine what type of data you want to track. Since GA4 focuses on events, it's crucial to define this clearly. Consider different elements such as:

• Completed forms
• Clicks on specific buttons
• Interaction with content
• Purchases made

A systematic approach to event tracking ensures that no valuable data is lost during migration.

Preserving data history

Losing historical data accumulated over the years is devastating. That's why developing a backup plan is essential. One effective method is to export your GA3 data to Google Sheets or another storage tool.

This table shows the data types and their respective methods. This ensures that you retain access to your data even after GA3 has been terminated.

Tips for Serene Migration

Migration doesn't stop at the technical steps. Here are some tips to ensure a successful transition to GA4:

Planning and information

Before proceeding with the migration, establish a timetable and a communication strategy. Inform all stakeholders of the transition, including your marketing, technical and management teams.

Testing the New GA4 Account

Before completely cutting ties with GA3, test your new GA4 account. This includes checking events, reports, and dashboards. Once you're satisfied that it's working, you can proceed with shutting down GA3.

Update Goals and Custom Reports

With GA4, some features and reports are no longer directly transferable from GA3. Take the time to update your goals and custom reports to match the GA4 structure and metrics.

Train Your Team

Training is an often overlooked aspect. GA4 has a distinct interface and features that require some getting used to. Organize a training session for your users so they can familiarize themselves with the new features.

Taking data confidentiality into account

With GDPR and other data protection legislation, privacy is more than just a buzzword. GA4 offers significant improvements on this front. By using GA4, you benefit from improved user data management, ensuring regulatory compliance. Here are some practices to adopt:

Data Anonymization

GA4 features an anonymization function that must be activated by default. This means that personally identifiable data will be protected, reducing legal risks.

User consent

It's imperative to obtain informed consent from your users before tracking them. This may involve adding an interface to explain to users how and why you are collecting their data, in order to maintain transparency.

Post-Migration Monitoring and Analysis

Once your migration is complete and GA4 is up and running, it's essential to monitor your data on an ongoing basis. This means setting performance criteria and targets that you can monitor on a regular basis.

Making Data-Based Adjustments

The analytics provided by GA4 will give you insights into your site's performance, user behavior, and the effectiveness of your strategy. With this information, you can adjust your content, your SEO strategy or even your advertising campaigns to maximize your return on investment.

Continuous Evolution

Your approach needs to evolve with the changes in GA4. Google is known for regularly updating its tools. Keep abreast of updates and new features that GA4 may introduce to stay competitive.

Conclusion

The transition from GA3 to GA4 is more than just a technical upgrade; it's an opportunity to adopt a smarter, more data-driven approach to your digital marketing initiatives. This requires not only a systematic migration, but also ongoing adaptation and proper training for your team. By preparing for this transition, you ensure you continue to optimize your SEO and effectively analyze your user behavior.

Ultimately, the question isn't whether you should upgrade to GA4, but how you'll make the most of this new platform to improve your online presence and achieve your business goals.