As of early 2026, current systems include the ability to run Google Analytics 4 (GA4) and Universal Analytics (UA) in parallel, collecting data simultaneously on your website. However, UA is now a historical data source and no longer processes new hits, meaning it’s read-only for past data.
- Dual Tagging: You can implement both the GA4 configuration tag and the Universal Analytics tag on your website.
- BigQuery Export: GA4 now features seamless export to Google BigQuery, allowing for advanced data analysis and integration with other marketing platforms – crucial for Australian businesses needing detailed reporting.
- GA4 Data Streams: GA4 utilises data streams, allowing you to collect data from websites and apps within a single property.
- Enhanced Measurement: GA4’s enhanced measurement automatically tracks key events like page views, scrolls, outbound clicks, and file downloads without requiring custom coding.
In 2026, Australian businesses must be mindful of evolving privacy regulations, such as updates to the Privacy Act. GA4’s privacy-centric design, including consent mode and data deletion requests, helps ensure compliance. Maintaining both systems briefly allows for data validation during the transition, but focusing on GA4 is essential for future-proofed analytics and reporting. The complexity of managing two systems, especially with ongoing compliance needs, can be a significant drain on resources for SMEs.
Instead of navigating these technical complexities yourself, let ROI.com.au take care of all this for you. Contact our team today and we can ensure your analytics are set up correctly, providing actionable insights to grow your business.
