"The implications of the migration are immense, even by comparison to other Google declarations, delays and revisions such as the phaseout of third-party cookies and the announcement of Google Topics. Estimates from BuiltWith of Google Universal Analytics adoption exceed 25m websites. Moreover, of 900 brands whose martech stacks were captured in Gartner's 2021 Digital Performance Benchmarks dataset, 65% use Google Analytics."
"In other words: Moving to GA4 entails an urgent overhaul to long-standing marketing data collection, measurement baselines and operational approaches - and deeper ties to Google's ad ecosystem. Want to go deeper? Ask The Drum There are three key areas of impact that the move to GA4 poses to marketing leaders: Marketers face operational resets as data collection, data processing and day-to-day analysis standards are flipped on their heads."
Google postponed the sunset of Universal Analytics, temporarily easing pressure because many marketers have not migrated to Google Analytics 4 (GA4). Most marketers are not prioritizing GA4 migration despite losing the ability to track marketing and advertising without it. BuiltWith estimates show over 25 million websites use Universal Analytics, and Gartner data indicates 65% of 900 brands use Google Analytics. Moving to GA4 requires urgent overhaul of long-standing data collection, measurement baselines and operational practices and creates deeper ties to Google's advertising ecosystem. The migration will reset operational standards, create a new imperative for paid-media orchestration, and widen the divide between adtech and martech.
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