The Use of Universal Analytics Ends in July 2023

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Posted on Apr 1st 2023

Google Announced on March 16, 2022, that it will discontinue Universal Analytics (GA3) on July 1st, 2023.

So if you decide not to switch to GA4 then your current Google Analytics tracking would automatically stop working after July 1, 2023. And to make matter worse, Google will also delete all of your historical universal analytics data in 2023.

So, what does this mean to you?

In 2012, Universal Analytics (GA3) established a new benchmark for gathering and managing user data. With the recent news, you can continue collecting new data in your Universal Analytics (GA3) properties until July 1, 2023. But once it goes into sunset mode, you can access the formerly processed data for at least six months. Moreover, set to expire on October 1, 2023, is the one-time processing extension to Google Analytics 360 Properties.

Google will delete all of your old universal analytics data! We know how much your data means to you, so we firmly recommend that you export your older reports right away, especially if you don't intend to find a replacement for your website analytics.

But if you still want to continue, it's time to embrace the latest measurement tool.

Out with the old, in with the new

Universal Analytics was for a generation of online measurement rooted in the desktop web, autonomous sessions, and more readily observable data via cookies. With the ever-changing ecosystem, this measurement approach is fast going out of date.

The future of measurement was in mind while developing a new tool. Your primary goals, such as increasing revenue or app downloads, generating leads or bridging online and offline client engagement, are considered while designing Google Analytics 4. Thus, Google Analytics 4 or GA4, launched in October 2020.

GA4 is a new kind of property designed for the future of measurement:

  • Collects both website and app data to better understand the customer journey
  • Uses event-based data instead of session-based Includes privacy controls such as cookieless measurement, and behavioral and conversion modeling
  • Predictive capabilities offer guidance without complex models
  • Direct integrations to media platforms help drive actions on your website or app

To better understand the consumer journey, GA4 data gathering is from both the website and the app. And instead of using session-based data, GA4 uses events.

Events allow you to quantify specific user interactions on a website or app. You can use events to track interactions like page loading, link clicks, and purchase completions. GA4 automatically gathers specific data, but you can also program events on your website or app to collect more information.

Moreover, GA4 consists of privacy safeguards like cookieless measurement, behavioural modelling, and conversion modelling. Universal Analytics (G3) relied heavily on cookies to track user behaviour. A website can "remember" information about a visitor thanks to cookies. Additionally, Google Analytics cannot provide information on all website visitors because more people choose not to provide their personal information. The data collected is becoming increasingly incomplete. But GA4 can fill those data gaps as the world becomes less and less dependent on cookies.

In addition, GA4's predictive skills provide direction without using complicated models. It also offers direct media platform integrations that encourage users to take action on your website or app.

Before Universal Analytics stops processing new hits, switch as soon as possible to Google Analytics 4 to gather the essential historical data. On July 1, 2023, standard Universal Analytics properties will no longer process data. You'll be able to see your Universal Analytics reports for a period of time after July 1, 2023. However, new data will only flow into Google Analytics 4 properties.

Rest assured if you are a Boost or SEO client with eTourism, you don't need to worry - we will handle this for clients who use our continuous marketing services.

If you are doing your own marketing, make sure you are aware of those mentioned above. Alternatively, you can email for more details if you want eTourism to help with the modifications.

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