The end of Universal Analytics – it’s now certain
According to Google’s official blog, Universal Analytics (UA) will be replaced by Google Analytics 4 (GA4) next year. This is a welcome change, as the new version of the tool is optimized for changes in consumer behavior over the years, and takes into account the needs for better protection of user privacy.
When will Universal Analytics stop working?
According to official figures, on July 1, 2023. GA will stop processing new data. You will be able to access archived data for a minimum of 6 months. It is worth using this time to export historical data so that you do not lose access to it. At the beginning of 2024, legacy services will become unavailable to users. The exact date is not yet known. New sites, i.e. those created after October 14, 2020, are most likely already running on GA4. If they are, there is nothing you need to do. If you want to check the current version of Google Analytics? Click HERE.
What does Google Analytics 4 give you?
GA 4 is focused on the user, who has been surfing the Internet using a variety of devices and platforms over the years. Cross-channel and cross-device activities will be measured more accurately by assigning a specific ID to each user. This solution will help de-duplicate and unify the data collected. Tracking of the path from customer acquisition to conversion has been improved. Delving into user behavior on our website is more intuitive in GA4. These are just some of the possibilities GA4 offers. Google has gone out of its way to meet the expectations of entrepreneurs by making data about their businesses even better. Data such as information about the growing demand for a given product, or the forecast of revenue from a given group of customers, slowly make it possible for companies to better adapt their strategies to the ever-changing market. Marketing on the Internet is taking on a new dimension. If you’re still using Universal Analytics, we recommend getting acquainted with the next-generation analytics solution – Google Analytics 4, which will soon replace the current version of Google Analytics. This will ensure continuity in data collection. Google suggests that in parallel with UA, use GA4 and slowly get used to the new technologies Google offers.
