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Whether you are just learning about the changes coming to Google Analytics or have started your own GA4 migration, Google Analytics (Universal Analytics or UA) sunsets on July 1, 2023, and the changes needed are complex.

Acclimating to GA4 will take time, but there’s a benefit to starting right away. By running GA4 parallel to UA now, you can prevent data losses and gain new insights into prospective student audiences, current website users, and your site’s overall performance.

GA4 is more powerful than UA, providing additional relevant data about why users are on your school’s website.


  • Offers greater focus on the customer journey
  • Uses events instead of session-based data for deeper insights
  • Includes granular privacy controls
  • Offers capability guidance
  • Provides direct integrations to media platforms to help drive calls-to-action

For higher ed marketers, GA4 captures more audience data about user behaviors and the path to enroll. It shares data across different user devices and touchpoints, empowering you with more complete, more informed, data perspectives. GA4 also uses multiple attribution models, providing a more accurate view of marketing performance.

For data/analytics teams, the predictive functions of GA4, powered by machine learning algorithms, predict the number of leads the website will collect and convert.

And then there’s the peace of mind that comes from GA4. It has privacy controls that allow you to collect, use and activate data with cookieless features and a more granular configuration.

GA4 isn’t just about analytics and measuring differently. It’s also about evolving to keep up with the Google Marketing Platform. Using GA4 will let you integrate your Google media and cross-channel goals with Google’s most progressive integration capabilities to measure performance.

If you have not already started the migration to GA4, now is the time to ramp up your understanding of GA4, pursue training or engage a digital partner. Developing a thoughtful migration plan will unlock new insights now and set your institution up for more in-depth understanding, and conversions, moving forward.

Have questions about GA4? Reach out at [email protected].

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