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Google Plans Complete Phase-Out of Universal Analytics by July

Google Plans Complete Phase-Out of Universal Analytics by July

Google Analytics is set to fully retire Universal Analytics (UA) properties on July 1, 2024, completing the transition to Google Analytics 4 (GA4). This follows Google’s earlier announcement of the transition, with the final phase-out meaning all Universal Analytics services and APIs will be inaccessible post-July 1. This significant change impacts millions of businesses and users who have relied on Universal Analytics for web analytics and marketing performance metrics for years.

Key Changes and Actions

Immediate Migration Required:

  • Migration Guide: Businesses must transition to GA4 to maintain continuity in their analytics capabilities. The migration guide is available to aid this switch.
  • Timeline: Starting July 1, 2024, Google will turn off all Universal Analytics services, making UA properties inaccessible through both the Google Analytics front-end and APIs.

Data Export:

  • Export Data Before Deadline: Users should export their UA data before the deadline as Google will delete it after July 1, 2024. Methods for data export are detailed in the Google Analytics Help Center.
  • BigQuery Integration: The BigQuery integration for historical data export must be initiated by June 30, 2024. Exported data will remain available in BigQuery, ensuring that users can access their historical analytics data post-transition.

Impact on Integrations:

  • Goals and Transactions: Universal Analytics goals and transactions will stop measuring conversions, impacting ad campaigns utilizing Smart Bidding.
  • Audience Lists: These will close, affecting media activation and performance in ad campaigns.
  • API Requests: All API requests related to UA properties will fail. Tools like Looker Studio will no longer display any UA data.
  • Attribution Projects: Attribution projects that were part of the Attribution (beta) in Google Analytics will be deleted.

Context and Benefits of GA4

Google Plans Complete Phase-Out of Universal Analytics by July
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Enhanced Features:

  • Event-Based Tracking: GA4 uses event-based tracking instead of session-based tracking, providing deeper insights into user behavior. This shift allows for more detailed analysis of user interactions and events, making it easier to understand the customer journey.
  • Improved Privacy Controls: Enhanced privacy controls and predictive metrics align with modern digital marketing needs. GA4 is designed to adapt to a future with increasing privacy regulations and reduced reliance on cookies.
  • Customizable Reports: GA4 offers better agility with customizable reports and faster data access. Users can create tailored reports that meet their specific needs, providing more relevant insights and data visualization options.

Historical Context:

  • Initial Announcement: The transition to GA4 was first announced to address the evolving digital landscape and privacy regulations. Google’s decision to phase out Universal Analytics comes as part of a broader strategy to offer more advanced analytics capabilities and ensure compliance with global privacy standards.
  • Comparative Advantages: GA4 provides more robust capabilities than its predecessor, UA, making it better suited to the needs of modern digital marketers. With features like AI-powered insights, cross-platform tracking, and enhanced data accuracy, GA4 is positioned as a future-proof solution for businesses looking to gain a competitive edge in their analytics.

Future-Proofing Marketing Efforts:

  • Adapting to Privacy Changes: As the digital world moves towards a cookie-less future, GA4’s event-based tracking and focus on first-party data help businesses adapt to these changes while maintaining effective marketing strategies. GA4’s advanced machine learning models can fill in data gaps and provide insights without relying on third-party cookies.
  • Integration with Other Google Services: GA4 seamlessly integrates with other Google services, such as Google Ads, Google BigQuery, and Firebase, allowing for a unified view of user interactions across different platforms and devices. This integration enhances the ability to track the full customer lifecycle and measure the impact of marketing efforts more accurately.

Recommendations for Users

To ensure a smooth transition and avoid data loss, businesses and users should:

  1. Initiate Migration: Follow the GA4 migration guide to transition from UA to GA4. Google provides detailed instructions and support to help users migrate their existing setups and configurations to the new platform.
  2. Export Data: Export historical data from UA using the methods provided by Google, and for UA 360 users, ensure the BigQuery export is completed by June 30, 2024. Regular data backups can help safeguard against potential data loss during the transition.
  3. Update Integrations: Modify integrations to be compatible with GA4 to maintain ad campaign performance and analytics capabilities. Businesses should review their current integrations and make necessary adjustments to ensure seamless data flow and functionality with GA4.
  4. Educate Teams: Train teams on the new features and capabilities of GA4 to maximize its potential. Investing in training and development can help teams leverage GA4’s advanced features and gain deeper insights into customer behavior.
  5. Monitor and Optimize: Continuously monitor the performance of GA4 and optimize settings to align with business goals. Regularly reviewing analytics data and making data-driven decisions can enhance marketing strategies and improve overall performance.

Challenges and Considerations:

  • Learning Curve: Adapting to GA4 may require a learning curve for users familiar with UA. Google offers various resources, including tutorials, webinars, and support documentation, to assist users in understanding and utilizing GA4 effectively.
  • Data Discrepancies: Users may notice discrepancies between UA and GA4 data due to differences in tracking methodologies. It’s essential to understand these differences and adjust expectations accordingly.
  • Customization Needs: Businesses with heavily customized UA setups may need to invest additional time and resources to replicate similar configurations in GA4. Custom events, dimensions, and metrics should be carefully mapped to ensure consistency in reporting.

Success Stories and Case Studies:

  • Early Adopters: Many early adopters of GA4 have reported significant improvements in their analytics capabilities and business insights. Case studies highlight successful transitions and the benefits of GA4’s advanced features in driving marketing performance and operational efficiency.
  • Industry Examples: Various industries, including e-commerce, finance, and media, have successfully implemented GA4 to gain a competitive edge. Real-world examples demonstrate how GA4’s enhanced tracking and reporting capabilities can lead to better decision-making and improved customer experiences.

Conclusion: The transition from Universal Analytics to Google Analytics 4 represents a significant shift in the way businesses track and analyze user data. While the change may come with challenges, the benefits of GA4’s advanced features, improved privacy controls, and future-proof capabilities make it a worthwhile investment for businesses looking to stay ahead in the ever-evolving digital landscape. By proactively migrating to GA4, exporting historical data, and updating integrations, businesses can ensure a seamless transition and continue to leverage powerful analytics to drive growth and success.

Business

UK-based Nigerian alerts EFCC, CBN on danger of using card online

A Nigerian-British Chartered Engineer and Director of Information Security, Dr. Kingsley Chibuzor Aguoru, has petitioned the Economic and Financial Crimes Commission) EFCC) and the Central Bank of Nigeria (CBN) to halt card PIN usage for online payments to protect Nigerians from being fleeced of their hard-earned money.

He said he was making a passionate appeal to secure financial practices in the country.

The UK-based Chartered Engineer, with over 20 years of experience in financial technologies and security, said he was compelled to bring attention to the critical flaws in Nigeria’s current online card payment practices, which expose customers to unnecessary risks and significant danger.

According to Aguoru, the continued use of PIN in online transactions puts Nigerians at a grave risk of being defrauded.

Aguoru noted that card PINs were designed for face-to-face transactions at ATMs and POS terminals where secure encryption methods protect users rather than online usage.

In the petition cited by this paper, titled: “Urgent Call to Ban Card PIN Usage for Online Payments in Nigeria”, Dr. Aguoru explained: “In 2005, I developed a solution to tackle prevalent fraud in card-not-present transactions in the United Kingdom using both online and offline OTP models, drawing on Cartesian geometry.

“Although major networks like Visa and Mastercard declined the innovation at the time, my OTP model has since become a standard worldwide for authorization.

He advised the CBN to urgently step forward for the safety of Nigerian cardholders by banning the use of card pins for online transactions and mandating the use of OTPs or other dynamic authentication methods, such as authorization through mobile banking apps.

He noted that there was a need for consumers to be educated on safe online payment practices to minimise exposure to phishing and other cyber threats.

He said it was also necessary for the CBN to enforce industry-wide compliance with modern security standards to protect Nigerian customers, especially on the web, through policies, such as security, and payments compliance policies.

Aguoru emphasised that by adopting these measures, the CBN will greatly reduce the risk Nigerian consumers face and bring the nation’s payment systems in with international best practices.

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Tech

Russia Fines Google $2.5 Decillion Over YouTube Bans – RBC

Google has racked up some 2 undecillion rubles ($2.5 decillion) worth of fines in Russia after years of refusing to restore the accounts of pro-Kremlin and state-run media outlets, the RBC news website reported Tuesday, citing an anonymous source familiar with court rulings against the tech company.

According to RBC’s sources, Google began accumulating daily penalties of 100,000 rubles in 2020 after the pro-government media outlets Tsargrad and RIA FAN won lawsuits against the company for blocking their YouTube channels.

Those daily penalties have doubled each week, leading to the current overall fine of around 2 undecillion rubles.

Undecillion is a number equal to 1 followed by 36 zeros. Google, whose parent company Alphabet reported a revenue of more than $307 billion in 2023, is unlikely to ever pay the incredibly high fine.

A total of 17 Russian TV channels have filed legal claims against Google, according to one of RBC’s sources. Among them are the state-run Channel One, the military-affiliated Zvezda broadcaster and a company representing RT editor-in-chief Margarita Simonyan.

YouTube, which is owned by Google, blocked several Russian state-run media outlets over their support of the full-scale invasion of Ukraine. Authorities in Moscow retaliated with fines but stopped short of blocking the website.

Google’s Russian subsidiary filed for bankruptcy in the summer of 2022 and was officially declared bankrupt last fall. Alphabet Inc.’s Google had earlier halted advertising in Russia to comply with Western sanctions over the war in Ukraine.

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Gadgets

Apple rolls out AI features across devices

Apple on Monday rolled out its first set of artificial intelligence features, dubbed “Apple Intelligence,” across its premium iPhone, iPad, and Mac devices, marking the tech giant’s major push into generative AI.

The release, first previewed by the company in June, marks Apple’s foray into an AI race that has seen the US tech giants rush into ChatGPT-style technology.

Google, Microsoft, Amazon and Apple are convinced that generative AI’s powers are the next chapter of computing and have ramped up spending so as not to be left behind.

“Apple Intelligence is generative AI in a way that only Apple can deliver, and we’re incredibly excited about its ability to enrich our users’ lives,” Apple CEO Tim Cook said in a blog post.

Apple’s new features include enhanced writing tools, improved photo searching capabilities, and a more conversational Siri virtual assistant.

The company also plans to integrate ChatGPT’s capabilities into its services by December.

Apple

Additional features planned for December include the ability to generate custom emoji and create images from text descriptions.

The features are largely being limited to the latest iPhones and iPads as well as Mac computers.

The powers of Apple Intelligence are for now only available in US English.

Versions in Chinese, French, German, Italian, Spanish, Korean and other languages will be released in the coming year.

At the launch event in June, Apple had postponed the launch of Apple Intelligence in the European Union indefinitely, due to “regulatory uncertainties” linked to new laws.

It now said that most offerings will be available in the EU on Mac computers in US English and will begin to be deployed on iPhones and iPads from April.

Apple Intelligence features also include system-wide writing tools that can rewrite and proofread text, and the ability to remove unwanted objects from images.

Overall, the features are similar to tools recently released by Meta, Microsoft and Google.

Amid concerns about the safety of AI models, the company said that its technology prioritizes user privacy by keeping processing on-device or by using a new “Private Cloud” system.

This, the company says, will keep personal data within the Apple ecosystem, which privileges data privacy.

Apple also unveiled a new desktop computer, the iMac, on Monday, that features Apple Intelligence.

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Tech

NCC bans Nigerians under 18 from buying SIM cards

The Nigerian telecommunication regulator, NCC, has disqualified Nigerians below the age of 18 from getting a Subscriber Identity Module (SIM) card.

Sources at the commission told PREMIUM TIMES that this policy is aimed to “protect minors” from the liabilities that arise from the usage of such SIMs.

One source, a senior official of the commission, told PREMIUM TIMES that parents and guardians can acquire SIMs in their names on behalf of their children and wards and assume any responsibilities or liabilities that may arise from the use of such SIMs.

The overall intent, according to sources, is to protect minors and strengthen national security.

NCC has been tweaking its telecommunications policies to combat security threats in Nigeria.

Constitutionally, 18 years is the age of consent in Nigeria.

NCC believes SIM acquisition is a contract between service providers and their subscribers, which requires the subscriber to have proper legal status, be of mature mind and be rational enough to bear certain responsibilities, obligations and liabilities imposed by a contract.

In 2021, the NCC proposed a Registration of Telephone Subscribers Regulations where it suggested banning minors in Nigeria from acquiring a SIM card. That regulation is now in effect, officials said.

One of the NCC officials said the policy will place a significant responsibility on parents to monitor the mobile activities of their minors.

This newspaper’s efforts to reach the NCC spokesperson were unsuccessful as at press time.

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Gadgets

TikTok Deletes 2.1 Million Videos In Nigeria Over Guideline Violations — Report

TikTok said it removed over 2.1 million videos in Nigeria in the second quarter of 2024 for violating its community guidelines.

According to the Community Guidelines Enforcement Report shared on Tuesday, Tiktok said the action is part of the company’s ongoing efforts to enhance content moderation and create a safer platform for users.

“Key findings show that 99.1 per cent of these videos were proactively removed before users reported them, with 90.7 per cent taken down within 24 hours. These figures highlight TikTok’s commitment to staying ahead of harmful content, ensuring a safer platform for Nigerian users,” the report noted.

The affected videos represent less than 1 per cent of the total uploads in Nigeria during the reporting period.

Globally, TikTok said it removed over 178 million videos in June 2024, with 144 million of those removals facilitated through automated systems.

“With a proactive detection rate now at 98.2 per cent globally, TikTok is more efficient than ever at addressing harmful content before users encounter it,” the short-form mobile video platform stated.

It, however, assured that it would continue to invest in technologies aimed at improving content moderation and understanding potential risks.

It also reinforced its dedication to transparency and platform safety for its diverse user base in Nigeria and worldwide.

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Tech

Meta AI turns pictures into videos with sound

Meta on Friday provided a look at a generative artificial intelligence model it is working on that lets people create short videos, complete with audio, from text prompts and photos.

The tech titan touted “Meta Movie Gen” as a “breakthrough” when it comes to using an AI engine to crank out video and audio.

Meta said it will get feedback from filmmakers and creators as it eases toward making the video-generating AI engine publicly available.

No release plans for Movie Gen were disclosed.

“While there are many exciting use cases for these foundation models, it’s important to note that generative AI isn’t a replacement for the work of artists and animators,” Meta said in a post.

The model lets people use text prompts to create custom videos, including clips based on people’s photos, of up to 16 seconds long, according to Meta.

“Our model achieves state-of-the-art results when it comes to creating personalized videos that preserve human identity and motion,” Meta said.

“Imagine animating a ‘day in the life’ video to share on Reels and editing it using text prompts or creating a customized animated birthday greeting for a friend and sending it to them on WhatsApp.”

Movie Gen is the third wave of AI-powered video generation at Meta, according to the company.

The rise of AI-powered tools for creating realistic videos has prompted worries about “deepfakes” that pirate people’s likenesses.

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