Breaking News

Google Analytics is dead... long live Google Analytics 4!

Google has revealed the end of classic Google Analytics Universal processing as of July 1, 2023. Historic reporting will be available, but no further data will be accumulated past this point.

This is a BIG DEAL, to everyone.

Google Analytics 4 (GA4) is the new replacement, but it does not come configured out of the box. As of this writing, GA4 is not ready for prime time, but it is built for the future.

GA4 is not retroactive, so it is imperative that websites implement GA4 data collection now that focuses on tracking custom events, metrics, and dimensions, the lifeblood of GA4.

In short: Collect data now, and refine reporting as Google Analytics 4 improves.

Website Embedding via Google Sheets
[source: GA4 via Google Sheets, updated daily]

Benefits of Google Analytics 4

  • future looking, designed for today’s and tomorrow’s websites
  • ideal for mobile app analysis
  • able to measure traffic across the entire customer journey: across websites, platforms, and apps
  • far more granular correlation reporting possible
  • detailed event tracking aligns with business reporting requirements
  • advanced attribution modeling previously only available to Google Analytics 360 customers
  • non-reliance on cookies

“Ready or not, Google Analytics 4 is the future. And the future’s not waiting for anyone.”

– Cameron Knowlton
Founder, CEO of iGods

GA4 Debug View is invaluable for testing complex conversion tracking challenges using Google Tag Manager

Setting up Google Analytics 4

Setting up Google Analytics 4 isn’t a matter of if; it’s a matter of when. And “when” was yesterday.

Implement Now!

Performing a Year over Year analysis requires 13 months of past data. GA4 implementations are not retroactive!

Initial Installation

We can seamlessly migrate your website's existing Google Analytics Universal installation to GA4.


Google Analytics 4 tracking can be implemented via Google Tag Manager, or directly via your CMS or ecommerce platform.

Custom Events

Custom events, dimensions, and metrics need to be programmed by experts. Don't wait, data's value increases with its longevity.

Google Analytics 4 Integrations

GA4 is relatively new, but it can be designed to work with your existing analytics reporting system with the right integrations. Google Sheets is the key integrator.

Google Tag Manager

GTM is essential for analyzing custom events and conversions, especially for web apps and cross-domain tracking.

Google Sheets

Google Sheets is an ideal solution for for creating actionable reports that fill in the gaps in the current GA4 reporting.

Looker Studio (Google Data Studio)

Carefully crafted Looker Studio dashboards offer controls to the user that allow them to explore their GA4 results interactively.

Analytics Reporting and Custom Dashboards


SuperMetrics can combine data from a multitude of sources, allowing for rich, automated Google Analytics 4 status reporting.

Zapier Interface

Zapier can send events and goals to Google Analytics when offsite conditions occur, allowing you to track customer journeys across the web.

Website Embedding

Embed GA4 reporting directly into your website via Google Sheets. This is an embedded threshold chart, updated automatically each day.

Ultimately, website management comes down to the visualization of its performance metrics. Performance measurement goes beyond defining simple metrics, ultimately providing a live dashboard of the strengths and opportunities of existing marketing initiatives.

An embedded threshold chart measuring a website’s primary metrics vs. business goals.
[source: GA4 via Google Sheets, updated daily]

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