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Google is getting ready to sunset Universal Analytics, which was the standard version of Google Analytics before GA4, in mid-2023.
To be exact – July 1, 2023 is the date Universal Analytics will stop processing new data.
Universal Analytics 360 properties will have an extra three months of data processing, ending on October 1, 2023.
After those dates, Google Analytics 4 will be the new go-to solution for monitoring website activity.
Why?
Google is moving on from Universal Analytics due to its inability to deliver cross-platform insights.
Whereas GA4, on the other hand, can measure data across 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Universal Analytics Is Obsolete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 measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies. This measurement methodology is quickly becoming obsolete.“
By not relying exclusively on cookies, and using an event-based data model, Google Analytics 4 can operate across multiple platforms. This makes it a more future-proof solution.
In addition, GA4 is said to offer more privacy protection, which is increasingly important to web users:
“It helps businesses meet evolving needs and user expectations, with more...
Read Full Story: https://www.searchenginejournal.com/google-sunsetting-universal-analytics-in-2023/442168/
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