Google to retire Universal Analytics

Are you ready for the change? If your website is still running Universal Analytics you need to upgrade now.

Google Analytics 4 is the latest incarnation of Google’s analytics software, built to supersede Universal Analytics. Universal Analytics was first released in 2013 as an update to Classic Google Analytics, and offered a number of new features and improvements. However, Google has now announced that from July 2023, Universal Analytics will no longer be supported, meaning websites will no longer receive any data from this platform.

Web analytics on a laptop screen

So what’s new in Google Analytics 4? Firstly, it offers enhanced data processing and reporting capabilities, making it easier to identify trends and insights in your data. It also provides more accurate user identification, so you can see how different groups of users are interacting with your website. Additionally, Google Analytics 4 offers more customisable dashboards and reporting options, making it easier to track the metrics that matter most to your business.

How does Google Analytics 4 compare to Universal Analytics? Well, Universal Analytics offered a number of advantages over Classic Google Analytics, including the ability to track users across devices and platforms, as well as measure offline conversions (such as sales made through phone calls or store visits).

If you’re running a website that uses Universal Analytics, it’s important to update to Google Analytics 4 before July 2023. After this date, your website will no longer receive any data from Universal Analytics – so make sure you switch over ASAP to avoid any disruption in your analytics data.

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