Countdown to Google’s Universal Analytics sunset

Written by Leigh Scott

It is likely you’ve heard that Google is sunsetting its Universal Analytics on July 1, 2023, less than 2 weeks away. It will be replaced with Google Analytics 4 or GA4. UA will stop collecting data in July and the historical data will ultimately be gone. If you’ve been delaying this transition, the time to set up GA4 is now.

So what’s the point of website analytics anyway? Well, I’m so glad you asked! I love talking about this because website analytics are important to develop informed decisions about how to enhance your website for your website visitors.

Understanding how users interact with your website

Website analytics help provide valuable insight into how users interact with your site. This includes information like what pages they visit, how long they stay on those pages, and what devices they use to access it. It also provides data about bounce rates, page views, conversions and more. All of these metrics can be used to understand user behavior better and adjust your content accordingly to improve the overall experience of using your website.

For example, analyzing page views will give you an idea of which pages on your website are the most popular. This can help identify content that is resonating with your audience and inform decisions on where to focus your efforts going forward.

It will also allow you to see which pages aren’t performing as well. Questions to ask yourself include:

  • Why are users leaving my site?
  • What pages or sections of the website have the highest bounce rates?
  • From which pages are users exiting the site?

By understanding how visitors interact with your website, you can better understand what needs improvement and how to increase conversions. You can make tweaks to those areas of your website or remove them altogether if they’re not contributing anything meaningful.

Tracking customer journeys

Analytics can also help track customer journey paths, allowing you to assess how users move through different parts of your website and potentially identify any pain points that are preventing them from making a purchase or completing a task. If there are any issues with user experience, analytics will be able to highlight these quickly so you can address them and improve the flow of visitors through your website.

Measuring return on investment

Finally, website analytics are a great way to track the effectiveness of any marketing campaigns or other strategies you’re using. With the right data, you can identify which content, acquisition channels, and campaigns are leading to conversions. By tracking user behavior and conversions, you can measure the success of your efforts and make informed decisions on how to improve them in the future. That way, you can focus on areas that will deliver the biggest return on investment for your business.


At Zainatain, we have the expertise and experience to help you gain a full understanding of your website’s performance. We can help set up Google Analytics 4 properties so you can start collecting data, as well as analyze existing or historical data to give you an even better understanding of your online users so you can better focus on growing your business by delivering content tailored to their needs and preferences.

You can get our Free Website Health Assessment or schedule a chat here.

Hi! We’re Zainatain

Zainatain is a web design and conversion rate optimization company fueled by coffee ☕, adventure ✈️, and a healthy dose of humor 🤣. We believe in the power of digital interfaces to accelerate business growth and help our clients achieve their business goals.

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