The End of Universal Analytics

Since its launch in November 2005, Google Analytics has been helping businesses of all kinds and sizes to efficiently track the number of users into their website (and which channel they are coming from), average session durations, goal completions and more!

If you set up Google Analytics for your website before October 2020, you most likely created a Universal Analytics (UA) property, but did you know that Google recently announced that Google Analytics 4 (GA4) is replacing UA? It’s true!


So, what does this mean for businesses?

It means that all standard UA properties will stop processing new hits on July 1, 2023 and all 360 UA properties will stop processing new hits on October 1, 2023, and from these dates onwards only historical data will be available to you. If you still rely on UA, Google recommends that you prepare to use GA4 going forward.


Why is UA being superseded?

According to Google, UA was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies. However, this measurement methodology is quickly becoming obsolete it says.

GA4, on the other hand, operates across platforms, doesn’t rely exclusively on cookies and uses an event-based data model to deliver user-centric measurement. Additionally, while UA offers a variety of privacy controls, GA4 has been designed with privacy at its core.


How we can help

Here at Daisy Digital, we have successfully set up both Universal Analytics and Google Analytics 4 properties for all our clients and we would be more than happy to help you set up yours and start tracking today!