How to switch back to Universal Analytics?

02/02/2023by Martin Kura0
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Google Analytics (otherwise referred to as GA) has made a major change with its newest version, moving away from the older models and into what is now known as Google Analytics 4. This means that all new properties created will be in this newer platform instead of going back to Universal Analytics.

However, there are still many who want to know how they can downgrade to Universal Analytics, or in other words, how they can create new UA properties.

Don’t worry. That option is still there, just a little hidden from you.

Here is how you can downgrade from ‘Google Analytics 4’ to ‘Universal Analytics’.

How to switch to Universal Analytics?

You can create a Universal Analytics property or both versions by following these steps:

  1. Open your Google Analytics account and click on the ‘Admin’ tab at the bottom left of the page.
  2. In the ‘Property’ column, select ‘+ New Property’. The Property creation dialog box appears.
  3. Scroll down and you will see a link called ‘Show Advanced Options’, then click on it.
  4. Choose whether you want to create both GA4 and UA Properties or just a User Account.’’

Note: The choice is up to you. One thing that you need to take note of is that eventually, Google Analytics 4  will be more competent reporting as well as feature-wise than Universal Analytics. It might be a good decision to create both properties at the same time.

  1. Regardless of which option you choose (GA4 or UA), click on ‘Next’.

Note: You will see several additional questions. Either you can answer them or skip them as this step is optional.

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You have now successfully created a Universal Analytics property.

On July 1st, 2023 Universal Analytics properties will no longer be processing new hits. This means if you rely on this platform for insight into your visitor numbers and trends, it’s time to switch over permanently to Google Analytics 4!

Martin Kura

A multi-cultural nerd, digital marketer and SEO/content enthusiast. Likes good beer, dry wine, loves to cook and sing (sometimes all at once).


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