Good morning, Marketers, are you still mourning Universal Analytics?

If so, I’m not surprised. It all comes down to one word: Data. If you did a word cloud for all the words written on Search Engine Land or spoken about at our SMX events, I would place good money that “data” would be one of the top five words most often used. We talk about it so much because data is vital to everything we do in SEO and PPC.

Data is what allows us to do our jobs without relying on guesswork, gut instincts, and opinions. It helps us reach our target audience. Or at least it used to. Over the years, we’ve lost valuable keyword data from Google. Tracking is getting more restrictive. The end of third-party cookies is near. And now we’re going to lose years of historic data in Google Analytics.

Many marketers are angry at Google. Others are simply worried they don’t have the time or resources to learn how to extract the same data they easily can in their current Google Analytics setup. But we knew this day would come. And it will on July 1, 2023. 

So now it’s time to do what we always do – adapt. If there’s one thing I know about this industry, it’s this: we’re a resilient group, made up of incredibly smart people. We will help and learn from each other. We will find workarounds. We will tell Google clearly and loudly what we need from Google Analytics 4. Ultimately, we’ll figure this out. And we will continue to do our job for our companies and clients. 

Before you go, please take this quick poll to let us know how you intend to prepare for GA4. Unfortunately, “kicking and screaming” is not a choice.

Danny Goodwin,
Senior Editor

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