Google’s Common Analytics (UA) sunsets in 2023: How one can get it proper when migrating | What’s New in Publishing


Google’s Common Analytics (UA) will sundown in 2023. Whether or not corporations go for its very completely different alternative (Google Analytics 4) or put money into a brand new analytics platform, what’s the finest method to reduce disruption, particularly for enterprise decision-makers? From knowledge fashions to reporting instruments, Nicolas Hinternesch, senior options engineer at Piano, outlines key steps to maintain data-driven operations up and working.

Instant Motion

The strain is on corporations to plan for the tip of Common Analytics (UA). 2023 is only some months away – and with data-driven companies typically reliant upon year-to-year comparisons, which means making certain 13 months’ knowledge is collected and able to go earlier than the tip date. The concept of stakeholders logging into the dashboard and discovering no knowledge is the stuff of nightmares for any knowledge analytics workforce. Since knowledge seize isn’t the start line in any knowledge analytics implementation – certainly, it may be a way down the road – the onus is on corporations to get shifting, quick.

Understanding Information

The best knowledge mannequin is the primary concern. A versatile mannequin—with the suitable stability of each standardized and customizable elements—will make the preliminary migration simpler and simplify the mandatory changes as enterprise wants evolve. Information fashions at the moment are event-driven, which implies that all knowledge streams should be migrated into an event-based schema. Information consistency for all knowledge stakeholders is vital, so search for a product that seamlessly connects knowledge from a single unified knowledge mannequin in all of the instruments, APIs and reporting interfaces.

The subsequent step is to create a tagging plan to determine the entire components required to attain the outlined enterprise metrics. An excellent possibility to hurry up this course of is the usage of an incremental tagging plan. Normal occasions may be applied and feeding experiences inside a number of hours. Extra detailed tagging can then be added alongside the best way to fulfill the necessity for extra subtle evaluation.

Accelerating Implementation

A Tag Administration System (TMS) also can pace up the migration course of by utilizing the prevailing knowledge layer in addition to current tags, triggers, and variables wherever doable. This fashion, the analytics workforce can retain particular technical components, enabling a seamless migration with out having to revamp each facet of the implementation. Information high quality instruments additionally play an necessary function for debugging, stream-inspection, and clear knowledge mapping and validation. Moreover, and not using a TMS, extra help from technical groups can be required, which may sluggish the migration course of.

Additionally it is value excited about knowledge privateness compliance points up entrance, as this may save time additional down the road, as and when rules evolve. The monitoring answer ought to present rapid technical help of all consent-levels and their ramifications, in addition to probably even a monitoring exemption (in sure markets), which permits for sure viewers measurement with out prior consent. Inside a versatile knowledge mannequin, it’s simple so as to add a flag to any knowledge that’s thought-about to be Personally Identifiable Info (PII). This fashion, user-sensitive info may be simply managed alongside person agnostic info.

Selecting a vendor with a privacy-first method will mean you can construct a sustainable answer. The best vendor will repeatedly adapt to the privateness panorama and supply the suitable technical instruments in addition to assets to handle full compliance and due to this fact diminish any enterprise threat.

Retaining Reporting

The precedence inside this migration is to reduce the affect on decision-makers – the implications of leaving companies with out entry to this important knowledge for days, even weeks, are dire. The brand new analytics answer due to this fact has to work together with your current reporting workflow, not vice versa.

If the reporting is predicated on third-party enterprise intelligence (BI) and dashboarding instruments, the brand new answer has to offer the suitable export and API performance to swap out the info supply for these and permit for a steady reporting circulate. If the reporting is especially primarily based on stakeholders accessing the Analytics Device GUI, nevertheless, then the brand new answer has to return with a robust set of out-of-the-box reporting, dashboarding, and evaluation performance.

Becoming the Present Large Information Stack

Analytics is prone to be only one a part of the general huge knowledge expertise stack. Throughout any migration, it is very important think about what different points of the enterprise may be affected. How is info distributed to the broader workforce? If an exterior dashboard or API software is already in place, a brand new analytics answer that has the connectors and API endpoints to combine seamlessly with the broader tech stack is vastly worthwhile, minimizing the necessity for extra integration work.


There isn’t any easy or set timeline for any analytics migration or integration. However when organizations are compelled to maneuver quick, it’s wonderful what may be achieved with the suitable method. From an incremental method to tagging onwards, designing the implementation across the context of the present scenario and the should be prepared earlier than UA disappears will assist to maintain the venture centered and on observe.

Nicolas Hinternesch
Senior Options Engineer, Piano

Piano’s Digital Expertise Cloud empowers organizations to know and affect buyer habits. By unifying buyer knowledge, analyzing habits metrics and creating personalised buyer journeys, Piano helps manufacturers launch campaigns and merchandise quicker, strengthen buyer engagement and drive personalization at scale from a single platform. Headquartered in Philadelphia with places of work throughout the Americas, Europe and Asia Pacific, Piano serves a worldwide consumer base, together with Air France, the BBC, CBS, IBM, Kirin Holdings, Jaguar Land Rover, Nielsen, The Wall Avenue Journal and extra. For extra info, go to


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