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    Google Analytics 4 is replacing Universal Analytics

    Advanced PPCAnalytics & Reporting

    Everything you need to know in less than 50 words

    Google announced it will phase out support for Universal Analytics (UA) to make room for the company’s new Google Analytics 4 product. Starting on July 1, 2023, Google’s Universal Analytics product will stop processing data. For customers using 360 Universal Analytics, support will end on October 1, 2023. 

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    Google is ending support for Universal Analytics in mid-2023 because of an aged design that does not measure activity across platforms. Universal Analytics currently measures website activity and provides analysts and marketers with consumer insights. However, the product does not measure activity across traditional web browsers and mobile apps.

    Those using the standard version of Universal Analytics will have until July 1, 2023, before the properties will cease to process any new hits. From October 1st, 2023, the 360 version of Universal Analytics will follow the same tracks and stop processing new data. Though previously processed data will remain available for up to six months following these dates, Google recommends that people export their data as soon as possible. 

    Google announced it will phase out support for Universal Analytics (UA) to make room for the company’s new Google Analytics 4 product.

    The company also provides guidelines for determining whether your website is impacted. Those who created websites and platforms before October 14, 2020, are probably using Universal Analytics. Individuals and businesses that created sites after this date are likely already using Google Analytics 4.

    Google Analytics 4 will measure cross-platform activity by using an event-based data model in comparison to the cookie-reliant model of Universal Analytics. Companies will glean insights from consumers that visit their sites within mobile apps and on traditional laptops or desktops. This new model is believed to provide web users with more privacy protection.

    As opposed to separating measurements by platform or device, GA4 will use User IDs and Google Signals for a full analysis of how clients interact with your business. In addition, GA4 will automatically alert users to any trends in data to help promote wiser marketing decisions and a higher ROI. 

    Source: Google Blog

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