Legal Marketing

Google Universal Analytics: To Shut Down July 1, 2023

GA4 Analytics

As a digital marketing agency specializing in attorneys’ online strategies, we understand the importance of analyzing website traffic to determine the effectiveness of your marketing campaigns. This is where Google Analytics comes into play. For years, the industry standard was Universal Analytics, but Google has now introduced a new and improved version called Google Analytics 4 (GA4). This article will compare the two and explain why you should consider switching to GA4 for your law firm’s digital marketing strategy.

GA4 Google Analytics Law OfficesWhat is Google Analytics?

First, let’s start with the basics. Google Analytics is a free web analytics service provided by Google that tracks and reports website traffic. It can help you understand who is visiting your website, how they got there, and what they do while they are there. This information is crucial for optimizing your website and marketing campaigns to improve your overall online presence.

What is Universal Analytics?

Universal Analytics (UA) is the previous version of Google Analytics, which was introduced in 2012. It has been widely used by digital marketers for years and offers a range of features to track user behavior on your website. Some of the key benefits of UA include tracking user behavior across multiple devices, setting up conversion goals, and creating custom reports.

What is GA4?

Google Analytics 4 (GA4) is the latest version of Google Analytics, which was introduced in 2020. It is an updated and more advanced version of UA, with new features and improved tracking capabilities. The main difference between GA4 and UA is that GA4 is designed to be more user-centric, while UA focuses on session-based tracking.

Benefits of GA4 over UA

Enhanced User Tracking

GA4 offers better user tracking capabilities than UA. With GA4, you can track users across multiple devices, including mobile apps and web browsers. This means you can get a more accurate picture of how users interact with your website and digital assets. Additionally, GA4 allows you to track events, which are actions that users take on your website, such as clicking a button or watching a video. This can help you understand how users are engaging with your website and make improvements to your user experience.

New Google Analytics for lawfirmsAI-Powered Insights

Another major benefit of GA4 is its AI-powered insights. GA4 uses machine learning algorithms to analyze user behavior and provide insights into how to improve your website and marketing campaigns. For example, GA4 can identify which users are most likely to convert and provide recommendations on targeting them more effectively. This can help you optimize your marketing efforts and increase your conversion rate.

Improved Privacy and Compliance

Privacy and compliance are becoming increasingly important in the digital age. GA4 has been designed with privacy and compliance in mind, with improved data control and security features. GA4 allows you to control the data that is collected and stored on your website and provides better options for user consent and data deletion. This can help you ensure your website complies with data privacy regulations such as GDPR and CCPA.

Cross-Domain Tracking

If you have multiple websites or domains, cross-domain tracking is essential for understanding how users interact with your digital assets. GA4 offers improved cross-domain tracking capabilities, making it easier to track user behavior across different domains and websites. This can help you get a more accurate picture of your overall online presence and make informed decisions about your digital marketing strategy.


Finally, GA4 is designed to be future-proof. As technology and user behavior evolve, GA4 is positioned to adapt and provide valuable insights into how users interact with your website and digital assets. By switching to GA4, you can ensure that your website is prepared for the future

How to Migrate from UA to GA4

If you have been using UA for a while, you may wonder how to switch to GA4. Fortunately, Google has made the migration process relatively straightforward. Here are the basic steps involved:

  1. Create a new GA4 property: You must create a new GA4 property in your Google Analytics account. This will allow you to start tracking data in GA4 without affecting your existing UA property.
  2. Install the GA4 tracking code: Once you have created your GA4 property, you must install the GA4 tracking code on your website. This will allow GA4 to start collecting data on user behavior.
  3. Set up data streams: Data streams allow you to track user behavior on different platforms, such as mobile apps and web browsers. You must set up data streams for each platform you want to track.
  4. Import data from UA: If you want to compare your GA4 data to your existing UA data, you can import data from UA into GA4. This will allow you to see how your website performance has changed over time.
  5. Test and verify: Once you have set up your GA4 property, tracking code, and data streams, you should test and verify that everything is working correctly. You can use the Google Analytics Debugger or the GA4 DebugView tool to check that data is being collected correctly.

know your website traffic numbersHere are two external links that provide additional information on GA4:

  1. Google’s official GA4 migration guide:
  2. A comprehensive GA4 vs. UA comparison by Search Engine Journal:


In conclusion, Google Analytics 4 is the latest and most advanced version of Google Analytics, offering improved tracking capabilities, AI-powered insights, better privacy and compliance features, cross-domain tracking, and future-proofing. If you are currently using UA, we highly recommend considering switching to GA4 to take advantage of these benefits and stay ahead of the curve in digital marketing. By following the migration steps outlined above and utilizing the external links provided, you can smoothly transition to GA4 and optimize your online presence with the latest and greatest web analytics tools.


All Local Legal Marketing clients will automatically be upgraded to the new GA4.  Call us if your law firm needs help getting great reporting from Google.

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