Learn how to make a smooth transition to Google Analytics 360! Find out essential migration tips, compliance factors, and user-friendly approaches before…
This year, Google is discontinuing Universal Analytics 360, which means paid users must transition to Google Analytics 360.
It’s not an optional change, and the deadline is approaching fast.
The new Google Analytics 360 differs substantially from its predecessor, and data cannot be transferred between the two, making the transition potentially complex for organizations.
Since you’re starting from square one, this is an ideal opportunity to explore other analytics platforms and see if they better suit your requirements.
Three key factors to keep in mind when deciding whether to stay with Google or move to a different platform are the migration process, privacy and compliance, and user-friendliness.
In This Article:
- When Will Google Universal Analytics 360 Be Phased Out?
- How to Transition to Your New Analytics Platform
- Is Moving to Google Analytics 360 Worth the Effort?
- How to Choose a Replacement for Universal Analytics 360
Google has set the sunset date for Universal Analytics 360 on July 1, 2024.
What Should I Do Now?
Google advises transitioning to Google Analytics 360 as soon as possible.
If you don’t, you risk the following:
- Losing essential advertising features.
- Losing access to historical data exports.
- Facing delays in configuring Google Analytics 360.
How to Migrate to Your New Analytics Platform
Transitioning to a new analytics platform requires thoughtful planning and execution. Here are five key steps to guide you through the process.
Step 1: Evaluate Your Technology Stack and Resources
Before selecting your new analytics platform, assess your current technology stack. Make sure it’s up-to-date and aligned with your business requirements. A migration typically requires more resources and time than expected, so ensure your team is adequately prepared. This is a perfect opportunity to remove outdated tools and add new ones that enhance your analytics capabilities.
Step 2: Clean Up Your Data
Data collection can become disorganized over time. Use the migration to streamline your data taxonomy and focus on the most relevant metrics. Ensure your new platform supports the same data categories as your previous one. Pay attention to data that should be automatically collected, such as location (country, city) and device details (device type, browser). Also, ensure your new platform is compatible with essential SDKs.
Step 3: Implement the New Platform
Set up the tracking code to capture data from your website or app and make any necessary adjustments. Consider adding tags to collect more detailed data through events or integrating with third-party tools. If you’re migrating from Universal Analytics (UA3), some platforms, like Piwik PRO, offer migration tools to help you transition more smoothly.
Step 4: Test and Validate Your Data
After implementing the new platform, run it alongside your existing analytics tool for a few months to validate the data. This parallel tracking allows you to identify and fix any discrepancies or errors. By doing this, you can retain historical data from your old platform while generating new insights from the new one.
Step 5: Train Your Team
Training all end users on how to use the new platform, extract data, and create reports is crucial. This step is often overlooked but is vital for successful adoption. Comprehensive training ensures your team can leverage the new platform effectively.
Once you’ve completed these steps, you can fully transition to your new analytics platform. If you find the migration process overwhelming, consider seeking external support. Many analytics vendors offer onboarding assistance and user training, which can make the transition smoother and faster.
Is It Worth Switching to Google Analytics 360?
If you work for a large organization, you might wonder, “Is it really worth the effort to migrate to Google Analytics 360?” The process can be complex and costly, with subscription fees and the potential need to train staff or pay more to external marketing agencies to adapt to new challenges.
While Analytics 360 has impressive features and capabilities, everyone should consider other analytics platforms that better meet their needs.
Exploring alternative solutions could be a smart move for your organization.
How to Choose a Replacement for Universal Analytics 360
To decide whether to stick with Google or move to a new platform, consider these key factors:
1. Learning Curve and Resource Allocation Since Google Analytics 360 (GA360) significantly differs from Universal Analytics (UA360), your marketing and analytics teams must invest time and resources into learning any new platform. Consider the additional support analysts, developers, and data architects need to rebuild reports and ensure compatibility with the new data structure. Opting for a platform with a similar design to UA360 can ease the transition and reduce training costs.
2. Adjusting to a New Data Model With GA360’s data model moving from session-based to event-based, you might need to redesign your customer journey and adjust your analytics strategy accordingly. This shift can be complex and expensive, mainly if your organization relies heavily on session-based metrics. In such cases, choosing a platform with more flexibility or one that allows session-based tracking might be a better fit.
3. Vendor Support and Customization The level of vendor support is crucial when migrating to a new platform. While Google Analytics is widely used, its support services are limited.
Privacy and Compliance Considerations As privacy regulations become more stringent, compliance is a critical factor when choosing a new analytics platform. Ensure your chosen platform allows you to control your data, specifying where it’s stored and who has access to it. Google Analytics 360’s cloud deployment model can make data location and ownership need to be clarified, potentially leading to compliance issues. Platforms like Piwik PRO enable you to choose where your data is hosted, providing greater flexibility to meet privacy requirements.
Ease of Use and Integration GA360 offers advanced functions but can be overwhelming for some users, especially marketers. Consider how easy it is to use the platform, whether it integrates with your existing tools, and if it offers features that align with your business goals. If GA360’s data model is too complex, alternative platforms may be more user-friendly and integrate better with your workflow. Piwik PRO, for example, offers modules like Analytics, Tag Manager, Consent Manager, and Customer Data Platform (CDP), which allow for extensive customization and integration with other marketing tools.
Conclusion
The right analytics platform can significantly impact your marketing and sales performance. When considering a replacement for Universal Analytics 360, consider the learning curve, resource allocation, data model adjustments, vendor support, privacy and compliance, and ease of use. By thoroughly evaluating these factors, you’ll be better positioned to choose a platform that meets your organization’s needs and ensures a successful migration.
If you still need help finding it, check out our monthly SEO packages and let our experts guide you.
