End of support and migration for Google Universal Analytics

Google Analytics is one of the most widely-used data tracking and analytics platforms in the world, and Grip has supported event tracking through Google Analytics for some time. However, Google is making some changes, and have moved to a more modern system.

 

What does this mean for event organizers?

Google is deprecating tracking through the older ‘Universal Analytics’ properties from the 1st of July 2023 - meaning that if you don’t make any changes to your tracking by that time, you will stop seeing any data flowing into Google Analytics from Grip.

 

As an event organiser you will still be able to use Google Analytics tracking in your Grip application, however you may need to make some adjustments in order to keep tracking, if you’re still using the old ‘Universal Analytics’ properties. These need to either be connected to a new GA4 property, or you need to replace them completely with a new GA4 Measurement ID in order to fully benefit from the new system.

 

Google’s support articles on the new GA4 Properties can be found here.

 

What you need to do

Please see the list of scenarios below, identifying which of them you fall into, and following the advised steps.

 

Before 1st July 2023

“I am an Event Organiser and I integrate with Grip using Google Tag Manager”

No action is required.

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“I am an Event Organiser and I currently integrate with Grip using Google Analytics. I use a Universal Analytics property to collect data but I have already connected this to a new GA4 property.”

No action is required.

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“I am an Event Organiser and I currently integrate with Grip using Google Analytics. I use a Universal Analytics property to collect data.”

 

Your Universal Analytics property will stop collecting data on 1st July 2023. If you want to continue collecting data then you will need to create a GA4 property and connect it to your Universal Analytics property using the migration guide. This will ensure that the Tracking ID you have already plugged into the Grip dashboard will not need to be changed.

 

Alternatively you can create a brand new GA4 property and Data Stream using the setup guide. Once complete, you should pass the Data Stream’s Measurement ID to your Grip Delivery Manager, who will be able to add it to your application for you.

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“I am an Event Organiser and I have not previously integrated with Grip using Google Analytics, but I want to.”

You should create a GA4 property and Data Stream using the setup guide. Once complete, you should pass the Data Stream’s Measurement ID to your Grip Delivery Manager, who will be able to add it to your application for you.

 

After 1st July 2023

“I am an Event Organiser and I integrate with Grip using Google Tag Manager”

No action is required.

===

 

“I am an Event Organiser and I currently integrate with Grip using Google Analytics. I use a Universal Analytics property to collect data but I have already connected this to a new GA4 property.”

No action is required.

===

 

“I am an Event Organiser and I currently integrate with Grip using Google Analytics. I use a Universal Analytics property to collect data.”

Your Universal Analytics property is no longer functional and will not be processing data. If you want to start collecting data again then you will need to create a GA4 property and connect it to your Universal Analytics property using the migration guide. This will ensure that the Tracking ID you have already plugged into the Grip dashboard will not need to be changed.

Alternatively you can create a brand new GA4 property and Data Stream using the setup guide. Once complete, you should pass the Data Stream’s Measurement ID to your Grip Delivery Manager, who will be able to add it to your application for you.

===

 

“I am an Event Organiser and I have not previously integrated with Grip using Google Analytics, but I want to.”

You should create a GA4 property and Data Stream using the setup guide. Once complete, you should pass the Data Stream’s Measurement ID to your Grip Delivery Manager, who will be able to add it to your application for you.

 

 

If you have any questions you can reach out to us on support@grip.events