Why has my Google analytics stopped recording?


Google analytics logo which goes from orange to yellow in three lines getting bigger with each one like a graph

If you have taken a look at your Google analytics account and suddenly there is no traffic, you might be panicking.

Google decided to stop recording with old Universal Analytics code from the end of June 2023 Hence, if you have not set up with the new GA4 code you will not be tracking any website visitors moving forward.

If you would like help setting up your GA4 account please CONTACT US

Your new GA4 is going to look a little different to your UA analytics.


Metrics like engagement and stickiness have made an appearance….

Other metrics like ‘Bounce rate’ and ‘Time on site’ are not readily visible.

What are the main differences between GA4 and Universal Analytics for a business owner?

  1. Data model: GA4 uses an event-based model that focuses on user interactions, while UA relies on a session-based data model that works around pageviews.
  2. User-centric approach: GA4 provides a more holistic view of user behaviour across devices and platforms, allowing businesses to track users as they navigate through different touchpoints, whereas UA focuses on individual sessions.
  3. Enhanced tracking capabilities: GA4 offers improved tracking options for mobile apps, cross-platform measurement, and incorporates machine learning for more advanced insights.
  4. Reporting interface: GA4 features a redesigned, more intuitive reporting interface compared to the classic UA interface, providing new data visualisation and exploration capabilities.
  5. Future focus: Google has indicated that GA4 will be the primary analytics solution moving forward, while UA will receive only limited support now in 2023.

How can an analytic audit benefit my business?

The great news is that the new GA4 is much better equipped to monitor both your app and your website with real metrics that can be filtered and cross referenced in a much more flexible way than that offered by the redundant UA analytics.

The changeover is a great time to take stock of where you are as a business. You might want to consider an audit of your UA analytics.

  • How have you performed year on year?
  • Have you performed better or worse than your competitors across each channel?
  • Who are your most profitable customers? Where do they live, how old are they, what else do they like?
  • Which of your website pages are the most popular?
  • Which pages are not performing?
  • Which pages have low conversion rates? Why is this?
  • Is your site speed good? Are there parts of the site that are slow?
  • Is mobile performance good enough compared to competitors?
  • What do people type in when searching on the website?
  • Which pages cause most people to leave the website?
  • What can I do to make more sales on the website?
  • Does the website performance align with the market trends?
  • Does Google show your website for the right keywords?

There are many more reasons, before embarking on the new ear of GA4 it makes sense to highlight what the focus should be and where you can reap the benefits of starting your GA4 journey with a clear focus on the goals that will help your succeed and grow.

If you would like to learn more about GA4, take a free Google course.

Contact us for a chat about an analytic audit or your switch to GA4.