Google Universal Analytics 360 Sunsetting Migration Tips Inside

Google Universal Analytics 360 is set to sunset on July 1, 2024. This change has left many businesses looking for new analytics solutions.

In this article, we’ll explore the timeline, provide migration tips, and discuss alternatives to help you make a seamless transition.

When Is Google Universal Analytics 360 Sunsetting?

Google Universal Analytics 360 will be phased out on July 1, 2024. Failing to migrate could result in significant disruptions, such as loss of critical advertising capabilities and loss of historical data export. Businesses should act quickly to avoid these issues.

How To Migrate To Your Next Analytics Platform

Migrating to a new analytics platform requires careful planning and execution. Here are five essential steps to navigate this process more smoothly.

Evaluate your stack and resources. Before switching, assess your current technology stack to ensure it meets your business needs. This is a good time to remove redundant tools and consider integrating new ones.

Tidy your data. Remove irrelevant data and clean up your data taxonomy. Make sure your new tool supports the same data categories and SDKs as the previous one.

Implement the new platform. Set up tracking codes and necessary modifications. Don’t forget to set up tags for more detailed data collection through events or third-party tools.

Evaluate your new data. Run the new platform parallel to the old one for a few months. This allows you to audit and correct any data issues, thereby retaining historical data while generating new data segments.

Provide training for your team. Ensure all end users are trained on the new platform. Consider external help if the migration process becomes too challenging.

Is Switching To Google Analytics 360 Worth The Hassle?

Migrating to the new version may not be easy, especially for large organisations. Besides subscription and data migration costs, you need to account for staff training and possibly higher fees for external marketing agencies.

While Google Analytics 360 presents incredible use cases, other tools may better suit your needs. Exploring alternatives might save valuable resources and time.

How To Pick A Replacement For Universal Analytics 360

When deciding whether to stick with Google or explore other options, consider a few key factors. Determine resource allocation for learning the new platform. You may need staff support from analysts, developers, and data architects.

Choose a solution with a user experience similar to Universal Analytics 360. This saves time and resources on onboarding. Look for platforms offering more support.

Redesign your customer journey. The new GA360 data model has changed from sessions to events. This could be more challenging and costly than opting for a session-based platform or one with more flexibility.

Assess the level of vendor support. Limited support from Google Analytics could be a drawback. Other companies might offer personalised onboarding and dedicated customer support, making the transition easier.

Consideration 1: Think About Privacy & Compliance

Increasingly, organisations are concerned with data privacy and compliance. A 2023 Thomson survey highlights that 80% of business professionals stress compliance as a crucial advisory function.

By 2025, Gartner predicts that 60% of large enterprises will use at least one privacy-enhancing computing (PEC) technique. This shift is driven by new regulations like GDPR and CCPA, aimed at enhancing data control.

For global operations, consider who owns the data and where it is stored. Google Analytics 360’s cloud deployment offers less clarity on this issue, making it harder to comply with international data regulations.

Choose a platform that allows custom hosting plans with specified data collection and analysis parameters. This ensures compliance and offers better data security.

Consideration 2: Ease Of Use & Integration

GA 360 might be too complex for many users. While its advanced functions are beneficial for data analysts, marketers may find it difficult to configure effectively.

The shift from session-based to event-based data models is crucial. If your team relies on UA 360’s behavioural reports and e-commerce flow reports, the new setup might demand significant adjustments.

Platforms like Piwik PRO emphasise simplicity. They combine session-based and event-based data structures, allowing quicker data access and familiar report generation.

Piwik PRO’s raw data model offers an edge. Unlike Google Analytics, which requires multiple tools for raw data exports, Piwik PRO streamlines this process. However, note that exporting large data sets might be slower.

Conclusion

The sunsetting of Google Universal Analytics 360 demands prompt action from businesses.

Assess your options meticulously and choose the platform that best fits your organisational needs.

Transitioning from Google Universal Analytics 360 may be daunting, but careful planning and consideration can lead to a smooth migration.

Evaluate your needs, consider privacy compliance, and focus on ease of use to ensure your next analytics platform serves your business effectively.

Source: Searchenginejournal