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End of Universal Analytics 1200x600 | End of Universal Analytics 1200×600
In March, Google announced that they will stop using Universal Analytics next year on July 1, 2023. Important dates to keep in mind:
  • Universal Analytic properties will stop processing new hits on July 1, 2023.
  • Universal Analytics 360 properties will stop processing hits on October 3, 2023.
All of the data that have been processed before these dates will be stored for at least six months after the dates listed. Universal Analytics is the tracking software that most website owners are familiar with and has been in use for over 15 years – also known generally as Google Analytics.

Why Is Google Making This Change?

End of Universal Analytics 700x800 | End of Universal Analytics 700×800In Google’s announcement, they said the Universal Analytics was built for online measurement that was anchored in independent sessions, desktop web, and observable data from cookies. Google said that these types of measurement methodology are becoming obsolete.
With Google Analytics 4, it operates across all platforms with no need to reply on cookies; instead, it uses an event-based data model for measurement. This new type of analytics also does not store IP addresses which will help Google stay compliant with privacy regulations.

What is Google Analytics 4?

Google Analytics 4 was released in October of 2020 to provide:
  • Predictive insight
  • Deeper Google Ad integration
  • Cross-device measurement capabilities
Google Analytics 4 was updated to include a Search Console integration, Data-driven attribution, and Machine learning models that work to fill in measurement gaps. Search ad 360 was integrated with Google Analytics 4, and they launched a new Google Analytics 4 homepage. They have also included the ability to link Google Analytics 4 to the Google Search Console.

What Does This Mean for My Business?

Although you have over a year, it is time to start thinking about configuring your Google Analytics 4 now. This will allow you to enable the platform to start tracking the metrics that are important to your business. This will provide you with the historical data you may need to reference down the road.
The team at Higher Images can help you with this transition. Contact our Google experts today to learn more!