Your Brand Never Sleeps

Your Google Analytics Website Tracking is Changing this Year
Plan ahead, be proactive, and save yourself the stress. Have us start working on your Google Analytics 4 account now
Let's Get Started

Countdown to Universal Analytics Sunset

A little bit of background…
So what exactly is changing with my website tracking?

Every few years, Google rolls out huge updates to each of their tools and this year, Google Analytics is getting its major revamp as a completely new tool.

On July 1, 2023, Universal Analytics (Google Analytics as we currently know it) will stop processing new data and recording website user metrics. If you do not have Google Analytics 4 (GA4) installed on your website, you will no longer collect any new data about visitors as of July 2023 and your performance reports will be empty.

While your old Analytics data won’t go away, this installation is required to prevent losing all future insights about your website’s performance.

Why is Google making this change?

Universal Analytics relies heavily on the use of website cookies to track visitors, and with changing privacy laws restricting the use of cookies, Google Analytics 4 is the solution to keep up with a changing ecosystem so you can learn about your customers even with gaps in your data.

How is it different from the Google Analytics I already have?

It’s not just a software update, it is a completely new tool. A lot of user data you’ve gotten used to collecting and reviewing that came standard in the current Universal Analytics version doesn’t come set up for you in GA4 as web metrics are now focused on events, rather than sessions.

Migrate to GA4 As Soon As Possible

Google Analytics 4 (GA4) is an entirely different tool because it receives and processes website data differently, so your performance numbers won’t be comparable to the old Universal Analytics. Plan ahead and start building historical data in GA4 ahead of the July deadline.

Some New GA4 Features You Will Love

Advanced funnel reporting allows you to connect behavior, on-page time duration, and page views into any funnel you’d like. Funnels are retroactive, and you can analyze performance over time

Audiences can be defined by sequences or by the time spent between events. This is super powerful since you can use those for Google Ads remarketing GA4 uses three different user identification methods and can follow users across multiple devices

Predictive metrics to help refine your content and enhanced attribution analysis to understand where your customers are coming from and the channels that drive them to convert

Why Migrate with Nightshift?

Nightshift Creative has made it easy to help you complete the move to Google Analytics 4 – we have a team of Google Analytics certified experts who have been working with GA4 from the first day that the beta version was released. As a digital agency specializing in SEO, Paid Media, and Web Development, it was essential we were early adopters of GA4 to become the experts ASAP.

Our GA4 Migration Package


Obtaining access to your current Google accounts (GA, GTM, GSC, and GAds) and back-end access to your website or partnering with your in-house development team for code deployment
Review your website and current reporting to identify KPIs you currently use to create the list of custom events that will need to be set up


GA4 property creation and adding data streams
GTM account creation if required
Deploy GTM code on website (if required)
Creation of up to four (4) custom events
One (1) conversion set up


Quality assurance review
One hour training session for how to navigate and read your newly completed GA4 property
“Getting started with GA4” info sheet takeaway for team members


*per website/property and additional custom events are subject to fees

Already have GA4 installed? Our team offers customized training sessions and configuration, contact us for a quote.

Don’t Wait, Make the Switch to GA4 Today

Submit the form below and one of our experts will be in touch to start the process.

    Let's talk about your brand.

    Nightshift Creative | All rights reserved | © 2023