Google has announced it is going to replace Universal Analytics with its next-generation measurement solution Google Analytics 4. The search giant made the announcement through its official support page and has confirmed that standard Universal Analytics properties will stop processing new hits on July 1, 2023. The company has also recommended users to start using Google Analytics 4 in the future if they are still dependent on Universal Analytics. Here we will discuss what Universal Analytics is and other recommendations that Google has made about the same.
What is Universal Analytics?
Universal Analytics is a data collection technology that is used for web-based analytics. It uses the analytics.js tracking code for websites, software development kit (SDK) for mobile apps and the Measurement Protocol for other digital devices.
What is happening to Universal Analytics?
Google has mentioned that users can continue to use and collect new data in their Universal Analytics properties till July 1, 2023. Post this date, users will be able to access their previously processed data in their Universal Analytics property for at least six months. Keeping in mind the importance of data for users, Google has also recommended exporting historical reports during the six-month tenure.
Other important recommendations from Google about Universal Analytics
Google is going to provide a future date for when existing Universal Analytics properties will no longer be available in the coming months. Users will no longer be able to see their Universal Analytics reports in the Analytics interface or access their Universal Analytics data via the API post this date.
The company also encourages users to make the switch to Google Analytics 4 as soon as possible. This will help them to build the necessary historical data and usage in the new experience. It will also prepare users for continuity with Google Analytics 4 once Universal Analytics is no longer available.
Users that will be affected by the change
Google has also mentioned on their support page that if a property is created before October 14, 2020, are likely using a Universal Analytics property. These users need to make the switch in the coming days. Whereas if users have created a property after the mentioned date, they are likely using Google Analytics 4 and no action is required in that case.