Google Sunsetting Universal Analytics In 2023


Google is getting ready to phase out Universal Analytics, which was the standard version of Google Analytics before GA4, in mid-2023.

to be precise – July 1, 2023 This is the date that Universal Analytics will stop processing new data.

Universal Analytics 360 properties will have an additional three months of data processing, ending at October 1, 2023,

After those dates, Google Analytics 4 will be the new solution for monitoring website activity.

Why?

Google moving on from Universal Analytics due to inability to deliver cross platform insight.

The GA4, on the other hand, can measure data on websites. And Apps.

Universal Analytics is Obsolete

Google says the model Universal Analytics is built on has become obsolete:

“Universal Analytics was built for a generation of online measurements that were anchored in more easily viewable data from the desktop web, independent sessions and cookies. This measurement method is quickly becoming obsolete.”

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

In addition, GA4 is said to offer greater privacy protection, which is increasingly important for web users:

“It helps businesses meet emerging needs and user expectations with more comprehensive and granular controls for data collection and use. Importantly, Google Analytics 4 will also no longer store IP addresses. These solutions and controls These are especially essential in today’s international data privacy landscape, where users are expecting greater privacy protection and control over their data.”

Google Analytics 4 is the new standard

GA4 is designed to serve several key business objectives, such as increasing sales or app installs, generating leads, and driving customer engagement online and offline.

Here are the many benefits GA4 offers:

  • Information about all touchpoints: Get a complete view of the customer lifecycle with a measurement model that is not segmented by platform or organized into independent sessions.
  • data-driven attributionAssigns attribution credit to more than just the last click, helping you understand how different marketing activities collectively affect conversions.
  • more valuable dataMachine learning generates predictive insights about user behavior and conversions, creates new audiences of users most likely to buy or brainstorm, and automatically uncovers important insights.
  • more actionable data: Extended integrations with other Google products, such as Google Ads, work on GA4’s combined web and app data, making it easy to use Analytics Insights to optimize advertising campaigns.
  • designed for enterprise: The new sub and roll-up properties in Analytics 360 let you customize the structure of your Google Analytics 4 properties to meet your data governance needs.

mark your calendars

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.

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


Source, Google

Featured Image: RafPress/Shutterstock





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