Google’s Universal Analytics Properties Will Stop Working on July 1st, 2023. Make Sure Your Website is Ready.
If you have been using Google Analytics for a while, you may be familiar with the Universal Analytics tracking code that has been in use since 2012. On July 1st, 2023, Google will be officially sunsetting Universal Analytics and replacing it with Google Analytics 4 (GA4), it’s newest Analytics offering which offers improved performance and reporting.
The official announcement on Google Support states:
Google Analytics 4 is our next-generation measurement solution, and it’s replacing Universal Analytics. On July 1, 2023, standard Universal Analytics properties will stop processing data. We strongly encourage you to make the switch to Google Analytics 4 as soon as possible.
Google Analytics 4 offers a slew of enhancements and upgrades over the previous version of Analytics, including:
- Improved Cross-Device Tracking – One of the most significant changes in GA4 is its ability to track users across multiple devices, including mobile apps. This allows you to see the entire customer journey, from the initial website visit to the final purchase, regardless of the device or platform they used.
- Enhanced Machine Learning Capabilities – GA4 includes enhanced machine learning capabilities that allow you to gain deeper insights into your data. The system can automatically identify important events and trends, predict future outcomes, and even suggest actions to take based on your data.
- Simplified Event Tracking – In GA4, event tracking is simplified, and there’s no longer a need to set up multiple goals and conversions. Instead, you can track any event that is important to your business and use that data to inform your marketing and business decisions.
- Improved Privacy Controls – As privacy concerns continue to grow, GA4 includes improved privacy controls that give users more control over their data. This includes the ability to set data retention periods and choose which data to share with Google.
Updating your tracking code from Universal Analytics to GA4 is essential for future-proofing your analytics, gaining deeper insights into your data, and taking advantage of the latest advancements in data collection and analysis. It’s time to make the switch and unlock the full potential of Google Analytics 4.
If you’re not sure how to make this switch or need assistance in ensuring your Google Analytics will keep working properly after the July 1st cutoff date, contact Dynamic Edge. We’re here to help.
