“Now is the time to make Google Analytics 4 your cross-platform Analytics solution.”, Google.
Two and a half years ago, Google introduced Google Analytics 4. GA4 was introduced to address evolving measurement standards that are needed to understand the complex, multi-platform journeys of their customers — whilst prioritising user privacy.
Google Analytics 4 has the flexibility to measure many different kinds of data, delivering a strong analytics experience. Businesses can see unified user journeys across their websites and apps, plus use Google’s machine learning technology to find and predict new insights.
See below, direct from Google…
“Without a modern measurement solution, you leave essential insights on the table that can impact your business. So now is the time to make Google Analytics 4 your cross-platform Analytics solution. We will begin sunsetting Universal Analytics — the previous generation of Analytics — next year.
All standard Universal Analytics properties will stop processing new hits on July 1, 2023. Given the new Analytics 360 experience was recently introduced, Universal Analytics 360 properties will receive an additional three months of new hit processing, ending on October 1, 2023.”
What happens next?
All standard Universal Analytics properties will stop processing new hits on July 1, 2023, and 360 Universal Analytics properties will stop processing new hits on October 1, 2023. After that, you’ll be able to access your previously processed data in Universal Analytics for at least six months. Learn more about what to expect.
What you need to do
You will need to make the move over to Google Analytics 4 as soon as possible to build the necessary historical data before Universal Analytics stops processing new hits. For guidance, check out Google’s Help Center resources.
Learn more about Google Analytics 4 and what you need to do to ensure you are ready for the sunsetting of Universal Analytics, here.
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