If you use Google Analytics you have probably seen Google’s announcement that Universal Analytics will cease to exist as of 1st July 2023. While this may seem a long way off, you should set up Google’s new GA4 analytics platform now so you can start tracking information ahead of this cut-off date.

If you have already done so, great news but you may have missed a couple of vital settings that MUST be updated to make sure you keep data for as long as possible, and that you are tracking the right data.

As GA4 is a new tool, what many do not realise is that ‘out-the-box’ GA4 will only track data for 2 months before it deletes this data! This would make tracking any marketing or sales efforts impossible so one of the first things you must do now is change this to the maximum 14 months of data tracking.

Because GA4 will only keep tracking data for 14 months, you will no longer have the ability to compare say year one with year three through analytics. Now this may change in future, but for now, you will need to keep a backup of any tracking data year on year so you can always refer back to it.

Also, if you use Google Tag Manager to install tracking codes, please do check you have set the tracking variables to track all clicks, video views and other information as again, this does not happen automatically. Also in Tag Manager you can set up tracking on specific events, like page views or link clicks, even outbound clicks.

To help you I have created two videos, one on how to set up Google GA4 and another on setting up tracking events etc…