Why Google Universal Analytics (UA) properties will stop collecting data July 1st
As of July 1st, 2023, Google Universal Analytics (UA) properties will stop collecting data. This is a significant change for many organizations that rely on Google Analytics to track website traffic, user behavior, and other metrics. In this blog post, we will explore why Google is making this change and what it means for businesses.
Why is Google stopping Universal Analytics properties?
Google is stopping Universal Analytics properties because they are moving to a new, more advanced version of Google Analytics called Google Analytics 4 (GA4). GA4 was released in October 2020, and it is designed to provide businesses with more advanced tracking and analysis capabilities.
One of the primary reasons why Google is moving to GA4 is to provide more accurate data tracking across multiple devices and platforms. As consumers increasingly use mobile devices to browse the internet, traditional cookie-based tracking methods have become less effective. GA4 uses a different tracking method that relies on machine learning to identify unique users across different devices and platforms.
Another reason why Google is moving to GA4 is to provide businesses with more advanced analysis capabilities. GA4 provides more advanced analysis tools, including machine learning-powered insights, cross-device reporting, and deeper integration with Google Ads.
What does this mean for businesses?
For businesses that currently use Universal Analytics properties, this change means that they will need to transition to GA4. Businesses that do not transition to GA4 will not be able to collect data after July 1st, 2023.
The transition to GA4 will require businesses to update their tracking code and make other changes to their analytics setup. Businesses should work with their web development teams or analytics consultants to ensure a smooth transition to GA4.
Businesses that transition to GA4 will benefit from more accurate data tracking across multiple devices and platforms, as well as more advanced analysis capabilities. However, businesses will need to familiarize themselves with the new features and reporting capabilities of GA4 to take advantage of these benefits fully.
In conclusion, the move from Universal Analytics properties to GA4 represents an important shift in the world of web analytics. While the transition may be challenging for some businesses, the benefits of more accurate data tracking and more advanced analysis capabilities make it a worthwhile investment. Businesses that are currently using Universal Analytics properties should begin planning their transition to GA4 to ensure they can continue collecting data after July 1st, 2023.
For those who haven’t – we strongly encourage you to make the switch to Google Analytics 4 as soon as possible!
Let us know if you need help with the transition.