Google is preparing to retire Universal Analytics, the standard Google Analytics version prior to GA4, in mid-2023.
To be precise – July 1, 2023 is the date that Universal Analytics will stop processing new data.
Universal Analytics 360 properties will undergo three additional months of data processing until October 1, 2023.
After these dates, Google Analytics 4 will be the new go-to solution for monitoring website activity.
Why?
Google is moving away from Universal Analytics due to non-delivery Cross-platform opinion.
On the other hand, GA4 can measure data across websites and application.
Generic analytics is outdated
Google says the model Universal Analytics is based on is outdated:
“Universal Analytics is built for a generation of online measurements based on desktop networks, independent sessions, and data more easily observable from cookies. This measurement approach can quickly become obsolete.”
By not relying entirely on cookies, and using an event-based data model, Google Analytics 4 works across multiple platforms. This makes it a more forward-looking solution.
Additionally, GA4 is said to offer more privacy protections, which are increasingly important to web users:
“It can help businesses meet changing needs and user expectations with more comprehensive and granular control over data collection and use. Importantly, Google Analytics 4 will also no longer store IP addresses. These solutions and controls are in This is especially necessary in today’s international data privacy environment, where users increasingly expect more privacy protection and control over their data.”
Google Analytics 4 is the new standard
GA4 is designed to meet many key business goals, such as driving sales or app installs, generating leads, and connecting online and offline customer engagement.
Here are some of the benefits GA4 offers:
- Insights Across Touchpoints: Gain a complete view of the customer lifecycle using a measurement model that is not segmented by platform or organized into independent sessions.
- Data-Driven Attribution: Assign attribution credit to more clicks, helping you understand how different marketing campaigns work together to impact conversions.
- more valuable data: Machine learning generates predictive insights about user behavior and conversions, creates new audiences of users likely to buy or churn, and automatically presents key insights.
- More actionable data: Expanded integrations with other Google products such as Google Ads work in GA4’s aggregated web and app data, making it easy to use Analytics insights to optimize ad campaigns.
- Built for business: New sub-properties and rollup properties in Analytics 360 allow you to customize the structure of Google Analytics 4 properties to meet your data governance needs.
Mark your calendar
Mark the following dates on your calendar:
- July 1, 2023: All standard Universal Analytics properties will stop processing new hits.
- October 1, 2023: All 360 Universal Analytics properties will stop processing new hits.
Previously processed data in Universal Analytics will be retained for at least six months after the above date.
resource: Google
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