: Site redesign: New analytics profile or not So we are in the process of redesigning our website, it's a radical redesign from what is currently out there. We have been using GA on it since

@Shakeerah822

I would emphatically recommend NOT creating a new profile if the website domain is not changing. The biggest downfall to creating a new GA profile for the same website is that you would essentially lose all ability to compare historical data.

Now for example if the URLs are radically changing you may think this doesn't matter, but there are all kinds of data that will still be comparable, such as whether your visitors are coming from direct or referral or search and what kinds of browsers they are using. A year from now you may want to compare how your bounce rates or average time on site has changed since the update. This is incredibly easy if the site is in the same profile and incredibly difficult if it is not.

All reporting in Google Analytics is date-based already, although you may have to wait a month for the 30-day default time window to reflect stats from only the new site design. But I think that is a small inconvenience for retaining your valuable historical data. I would create an annotation for the date of the switch to help you remember when the switch occurred (GA will display a note icon at the bottom of the charts for that date when the date is inside the current date range).

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