Google abandons Universal Analytics in 2023

Google is preparing to end Universal Analytics, which was the standard version of Google Analytics before GA4, in mid-2023.

To be exact – July 1, 2023 is the date on which Universal Analytics will stop processing the new data.

Universal Analytics 360 properties will receive an additional three months of data processing, ending on October 1, 2023.

After these dates, Google Analytics 4 will be the new go-to solution for monitoring website activity.


Google is discontinuing Universal Analytics due to its inability to provide cross-platform knowledge.

While GA4, on the other hand, can measure data across websites and apps.

Universal Analytics is deprecated

Google claims that the model on which Universal Analytics is based has become obsolete:

β€œUniversal Analytics was designed for online measurement generation anchored in the desktop web, independent sessions, and more easily observable data from cookies. This measurement methodology is quickly becoming obsolete.β€œ

By not relying exclusively on cookies and using an event-based data model, Google Analytics 4 can work across multiple platforms. This makes it a more scalable solution.

In addition, GA4 would offer more privacy protection, which is increasingly important for Internet users:

β€œIt helps businesses meet changing user needs and expectations, with more comprehensive and granular controls for data collection and use. It is important to note that Google Analytics 4 will no longer store IP addresses either. These solutions and controls are especially needed in today’s international data privacy landscape, where users increasingly expect more privacy and control over their data.

Google Analytics 4 is the new standard

GA4 is designed to meet a number of key business objectives, such as driving app sales or installs, generating leads, and connecting online and offline customer engagement.

Here are several of the advantages offered by GA4:

  • Contact point information: Get a complete view of the customer lifecycle with a measurement model that isn’t fragmented by platform or organized into independent sessions.
  • Data-driven attribution: Assigns attribution credit to more than the last click, helping you understand how different marketing activities collectively influence conversions.
  • More valuable data: Machine learning generates predictive insights into user behavior and conversions, creates new audiences of users likely to purchase or unsubscribe, and automatically surfaces critical insights.
  • More actionable data: Extensive integrations with other Google products, such as Google Ads, work on combined web and app data from GA4, making it easier to use Analytics information to optimize ad campaigns.
  • Built for business: New secondary and set properties in Analytics 360 allow you to customize the structure of your Google Analytics 4 properties to meet data governance needs.

Mark your calendars

Mark the following dates in your diaries:

  • 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 calls.

Data previously processed in Universal Analytics will remain available for at least six months after the above dates.

Source: google

Featured image: rafapress/Shutterstock

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