For marketers who regularly follow news from Google, you probably already know that there has been an announcement of a plan to stop using Universal Analytics and fully transition to Google Analytics 4 (If you don’t know, read it in this article). As a result, marketers who are still working on marketing online on UA may encounter some problems.
Recently, Charles Farina reported that he received a warning from Google stating that those who are still using UA in their work may receive Real-Time data that is not accurate. What will this problem be like, and how seriously will it affect marketing data? Let’s find out together.
What’s happening with Universal Analytics Properties
According to Charles Farina, a Data Analytics expert, he found a notification from Google about problems displaying Real-Time data that may not be accurate on UA. The details are as follows: “Users may encounter inaccurate Real-Time data display on Universal Analytics Property. To get the most accurate information, we recommend using Google Analytics 4.”
This problem will only affect the UA platform. It is expected that Google may not pay much attention to fixing this problem because Google has previously announced a plan to stop providing services.
Will marketing data disappear completely?
This Real-Time data helps marketers track activities that occur on the website immediately. The displayed data can be pulled within seconds of any activity occurring, regardless of how much change occurs. For example, if some content is shared or a marketing strategy is used for people with limited time on the website, and you want to know what the feedback is, just view the Real-Time data to check the performance of the data quickly and conveniently to use in online marketing plans.
Regarding the missing Real-Time data from the display on UA, of course, it does not disappear completely. It’s just that some bugs have occurred, resulting in the system being unable to display it. In other words, even though the data is not displayed, it is still recorded by the system correctly.
Of course, if any marketer doesn’t primarily use this Real-Time data in their work, this problem may not be a big deal. But if any marketer constantly uses this data to check the effectiveness of marketing plans and hasn’t migrated their work to Google Analytics 4 yet, now might be a good time to consider starting to migrate their work to GA4 immediately.
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