Universal Analytics Officially Replaced by GA4
What does this mean for you?
Until July 2023, Universal Analytics (UA) properties will still be fully functioning; after that point, you will still be able to access your previously processed data for ‘at least 6 months’, according to Google. For now, we’re unsure when UA properties will no longer be available.
Why is Google making the change?
UA is reportedly being replaced due to its inability to deliver cross-platform insights – GA4 can measure data across both websites and apps. Google believes that the current version of Analytics has become obsolete, stating that it “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 is quickly becoming obsolete”
While the world of GA4 is uncertain, we recommend at least creating a property as soon as possible – so you can be as prepared as possible for the switch.