Universal Analytics will be replaced by Google Analytics 4

  • Tuesday, 19th April, 2022
  • 09:00am

Google has announced that they will be deprecating Universal Analytics next year. The Universal Analytics properties will stop processing new hits on July 1, 2023.

The processed data will only be stored for a minimum of six months after the deprivation date.

Simply put, Universal Analytics is outdated and quickly becoming obsolete.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,”  says Russell Ketchum.

Google Analytics 4 (GA4) varies from its predecessor in that it works across platforms, does not rely on cookies, and measures using an event-based data model. It also does not keep IP addresses, which can assist brands in complying with privacy requirements.

Next Steps?

If you haven't yet configured your GA4 properties, now is the opportunity. Despite the fact that we have well over a year, installing GA4 now will allow it to begin recording the metrics you care about so that historical data is available when you need it. 


As a company that has the ability to manage and maintain your websites. We highly recommend that you start getting comfortable with GA4's interface and capabilities, the better prepared you'll be to handle the shift for your brands.

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