Starting from July 1st, 2024, Google Analytics 4 will completely replace Universal Analytics, and it turns out that this change has big implications, especially for us recruitment marketeers, where data is an integral part of our job. In this article, I’ll be breaking down what this transition means for those of us in the recruitment space, and how we can prepare for it.

Getting Your Data

If you’re using Universal Analytics, you need to migrate your data immediately because Google is pulling the plug on Universal Analytics services and APIs, which means you won’t be able to access your Universal Analytics data through Google Analytics anymore. If you don’t migrate to Google Analytics 4 and save your Universal Analytics data, it’s going to be gone for good, which is not ideal when you’re trying to make smart recruitment decisions for yourself our your clients based on data insights.

Product Features

This change also affects the tools you might be using alongside Google Analytics; anything hooked up to Universal Analytics, like conversion tracking or audience lists, will stop working. So, if you’re relying on these features to fine-tune your recruitment ads or target specific audiences, you’re going to need to find alternative solutions quickly.

BigQuery Backup

If you’re using BigQuery to store your Universal Analytics data, this is going to be important for you to know. You’ve got until June 30th, 2024, to request a backup of your historical data. After that, the data will be gone. Losing access to this data could seriously hamper your ability to understand past recruitment campaigns and make informed decisions for the future, so make sure you request a backup for you or your clients.

Attribution Adjustments

Google is also erasing out any attribution projects you might have been working on within Google Analytics, this means you’ll need to rethink how you track the effectiveness of your recruitment efforts. It’s a bit inconvenient, but it’s better to know now than to be caught off guard later.

In conclusion, the switch to Google Analytics 4 is shaking things up all of us in the recruitment marketing space. But, you can stay ahead of the curve by making sure you’re on board with the transition, saving your Universal Analytics data, and exploring alternative tools for tracking your recruitment success. It’s not all bad, but adapting and preparing for Google Analytics 4 is crucial as you and your clients make the inevitable transition.

At ThinkinCircles, we have over 10 years of experience in the field of recruitment marketing, and we can channel our accumulated knowledge to help your business grow. Our team can not only put together your social media strategy, but also execute and manage its every aspect. Don’t hesitate to reach out via email or book a call to get a free consultation.