Updates on the G4 Conversion

Updates on the G4 Conversion


We’ve covered the Google G4 conversion before, but as the situation evolves we’re working to bring you timely reminders and updates as to how this shift will affect businesses of all sizes. While the conversion doesn’t take full effect until July of 2023, there are a few significant changes happening in the calendar year 2022. Let’s go over those first.

On July 23, 2022, the process begins. As we mentioned in a previous blog, businesses should have synched their existing Google Analytics/Universal Analytics accounts to the new G4 standard by then. If those accounts aren’t synched by July 23, subsequent data will be lost when the final conversion shift happens in July 2023. The whole point of Google Analytics in any form is to collect, analyze, and record data about a business’s digital presence. A full year of data gone could create significant problems and weaknesses for the business in question.

With that timeline established, how should you best manage in the intervening 12-13 months? There are a number of possible approaches businesses could implement in order to get the most out of the pending G4 conversion, and which one you select will depend on your situation, your goals, and your overall for your digital presence. If not managed properly, the G4 conversion will make it difficult to carry forward business data from previous years, leading to data loss and undermining the entire purpose behind Google Analytics in the first place. While Google has been kind enough to publish a guideline for implementing the conversion on an individual business level, doing so effectively will require a deft and experienced touch. In addition, fully syncthing and migrating accounts will take time–time that, for small businesses, may likely be better spent on other things. 

Again, the clock is ticking. For most GA/UA account holders, the conversion will go into effect on July 1, 2023. After this date GA/UA processing comes to a close, but account holders will still be able to access past data for a while. For 360 account holders, the deadline runs a little longer, with the G4 conversion taking place on October 1, 2023. Again, this is the date on which 360 account GA/UA processing comes to an end, while data will still be available for some time after. For a business’s Google investment to remain effective, their G4 conversion must be complete by the relevant date in question. 

With all that to consider, what is the best way forward? Again, that will depend on your business, your goals, and your specific timelines, but in general making the update as soon as possible and with experienced professional guidance is the best approach. An experienced and effective approach will ensure that you get the most out of your digital marketing investment, both past and future. We at DentaMarketing understand what’s at stake here, and what your business needs in order to continue to thrive. If you’re concerned about the next step in the G4 conversion, or just want to make the process as smooth as possible, get in touch with us today. 

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