Google has announced a plan to discontinue Universal Analytics and Universal Analytics 360, which will cease service within 2023. The reason is that in 2020, Google released a new data collection script called Google Analytics 4 (GA4), which has greater capabilities and has been available for marketers to try out for some time. By 2022, it’s time for marketers to adapt to another major move by Google.
Is Universal Analytics Outdated?
According to this decision, Russell Ketchum (Director of Google Analytics) added, “Currently, measuring statistics is a challenge for all businesses. To understand the complexity of customers and to have increased security for customer data, Google launched Google Analytics 4 two and a half years ago to help create a more modern measurement solution, with greater flexibility in measuring various types of data and providing users with new predictive analytical experiences. And now, it’s time for Google Analytics 4 to replace previous Analytics versions, both Universal Analytics and Analytics 360.”
Of course, data privacy is also another factor that led Google to decide to adjust its strategy for marketers. Google claims that when using Google Analytics 4, IP addresses will no longer be stored, increasing customer data privacy. In addition, there are other advantages such as:
What Happened After the Announcement
Of course, after Google’s official announcement, both the Universal Analytics and Universal Analytics 360 data collection scripts will stop processing on July 1, 2023, and October 1, 2023, respectively. The data processed previously will be retained for at least 6 months. The recommendation is that if you haven’t used Google Analytics 4 yet, you should migrate as soon as possible to support this new change by Google. If you have any questions about usage, you can study the usage of Google Analytics 4 further via Google Support.
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