September 12, 2022
Back in March, I began my workday like any other day: coffee in hand and brimming with confidence in the direction of web analytics platforms. But then I received the same breaking news that blindsided analytics experts: Universal Analytics (UA) would be sunsetting in 15 months—faster than previously forecast—and Google Analytics 4 (GA4) would become the website analytics solution starting June 30, 2023.
This means big changes for your organization. How do I know? Google Analytics is the go-to web analytics platform for arts organizations (in my 8+ years at Capacity Interactive, I’ve seen just one organization use a different platform). So chances are, you use it—and to keep using it, you have to migrate to the newest version, which is GA4.